COM0011 Love Your Body: Media Sabotage?


Love Your Body

I am sure that everyone has seen the social media campaign Love Your Body, created in 1998, which encourages women to love the body they have. In the past decade or so there has been a huge change in the perception of women bodies. While one could argue that women are being told by the media that the only way to be beautiful is to fit the social construction reality of the ‘perfect’ body. This body is of a women who is young, skinny and with flawless skin and hair. Love Your Body has challenged the media’s ideal of what the perfect body image is and the standards of what is beautiful. Women are so bombarded by this false perception of beauty through the media that it has become very difficult to ignore. However, there are a few companies that have jumped aboard this trend of smashing this ideal.

According to Love Your Body campaign, “every day, in so many ways, the beauty industry (and the media in general) tell women and girls that being admired, envied and desired based on their looks is a primary function of true womanhood. The beauty template women are expected to follow is extremely narrow, unrealistic and frequently hazardous to their health.”


So what can be done?

The Love Your Body campaign is using social media as a vehicle to spearhead their campaign to expose this unrealistic perception of women in the media. They are effectively using social media to undermine the media. But what value is there when the media uses this new social media attitude in their own marketing.  Are they truly advocating against this perception of the ‘perfect’ body or merely using this as a marketing technique to sell their products and to attract customers?

The Dove ‘Real Beauty’ Campaign was launched in 2004 and their mission was to challenge stereotypical beauty in the advertisements. Dove uses real women with different shapes, sizes and ethnicities. Their ads are real and personable much like their product.  Does ‘Real Beauty’ come from using real products like Dove?


Victoria’s Secret campaign ‘Perfect Body’ tried in vain to highlight that their bras and panties were designed for different bodies.  Their campaign came under fire since there was little variety with the women they used.


Special K has created ‘I hate my body” moment that showcases women of different sizes, shapes and ages working out and having fun. The ads are motivating and empowering but the bottom line is that Special K has been marketed in the past as a diet cereal which ultimately undermines their ads telling women to love their bodies.



Love your body campaign – taken hostage by the media?

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6 thoughts on “COM0011 Love Your Body: Media Sabotage?

  1. I liked this blog – simple format, effective use of text alignment and images. And great topic. Certainly an interesting question re Kellogg’s Special K trying to re-invent their brand. Their new message seems to be to promote healthy eating and not dieting, as they did in the past, with the measuring tape images on the packaging which basically inferred ‘eat this cereal and you could lose inches from your body’. And yes, are these companies jumping on the Love your Body bandwagon just to sell their products? I know business is business, and everyone needs to make a living. I think what distinguishes companies who care (or at least try) vs the ones who don’t are those that build in a philanthropic component into their business model i.e. donating a certain percentage of sales to a charitable cause, movement or program.

    • Thanks for your reply. I remember eating Special K when I was a teenager after I saw their advertisement. My breakfast meals are little healthier now. I like your point of adding a philanthropic component into a business model – it does make a company’s business model more credible.

  2. Great post! Certainly a very topical issue. I somewhat agree with Donna, that it does come across as just another marketing ploy to try and expand their customer base and gain extra media presence from doing something different, especially when it is done by brands that have previously not embraced this idea. It is certainly a smart move though, whether genuine or not, as their campaign creates a lot of public goodwill and is thus shared widely though the publics own social media and limits the companies need for their own targeted advertising.

    I do find it somewhat frustrating that all these ads talk about different shapes and sizes yet you really only see one type, curvy. Women do come in different shapes and sizes and it would be nice to see representation from other body shapes. Some women are really skinny, some women are athletic and muscular. It would be nice to see a wider range of representation if they really are marketing to “all women”, otherwise you end up just shifting the stigma from one body type to another.

    • I love your feedback. Any campaign or advertisement that promotes women to love their bodies is a good thing whether it is genuine or not. I also love your comment that there are a variety of body types: skinny, curvy, athletic, short and tall that all need to be addressed.

  3. I like this blog, very well done, it’s so true that there are different views out there in the world about what real beauty is and what woman should look like. It’s sad how social media, the news and so on use people’s insecurities about themselves to promote what real beauty is, i know from experience, I have alot of insecurities about my look and body and when i see commercials like victoria secret using models that are slim makes me feel more insecure and i know several other people would agree they try to define real beauty is but the truth is real beauty have different definitions to different people.

  4. Thanks for your comment. The way the media has portrayed women has been limited to a certain stereotype but hopefully this will change with social media campaigns such as Love Your Body and their impact on advertisements which are genuine.

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