Idilija's reflective journal

The second task for the module was divided into two parts. First of the way to surf the web and find two examples where empathy has made an advert effective in reaching the correct audience. My first thought was the famous Dove commercial: “You’re more beautiful than You think”. In my point of view, it was definitely made by reflecting women’s image of themselves, how they see themselves, and how others had seen them. In the advertisement, women are asked to describe themselves, while the artist behind the curtain sketches them by their description. After, other people describe them, as they have seen them, in the same way. As a result, both pictures are different, because the way how they see themselves is different than how they are seen by others. In conclusion, brands understand and try to make women feel better about their appearance. I believe that managers and producers of the Dove brand understand how difficult it is to be a woman and to fit into all the standards of beauty, so through the commercial they send a message, that women are beautiful, but they tend to underestimate themselves.

My second choice was the Lindex brand and its commercial for underwear. That is one of my favorite advertisements because maybe I also have insecurities about my body and this commercial normalizes all body types, skin, and textures. Lindex at this point has these women in the video wearing their brand of underwear, which sends this feeling of comfort and self-esteem. Women in the video are also calm, happy, and joyful. There is also one shot where there is a breastfeeding woman, also a pregnant woman. There are taken all types of women, for my understanding, to touch all possible audiences, to reach them, and normalize that beauty for underwear commercials shouldn’t be just size zero women, in the other words, to break standards and make women feel more confident about their bodies.