In the American capitalist society, the media is often an agent used to perpetuate ideals and to inform consumers of products that they can purchase by using multiple advertising techniques. In an attempt to counter the thin body ideal for women, some companies have begun advertising their products by using plus size models, such as the Dove Campaign for Real Beauty. The purpose of this research is to examine college women's perceptions of the Dove Campaign for Real Beauty, an advertising campaign whose goal is to reverse the stereotypical body ideal for women and broaden the definition of beauty. Some sociologists have criticized Dove for sending conflicting messages. This study is the first that focuses on women's perceptions about this potential conflict. Through the use of both quantitative and qualitative methods, this study examined if, how, and when women changed their initial perceptions toward the Dove Campaign for Real Beauty based on two separate scenarios brought to their attention. This is important because the findings suggest how consumers can change their perceptions regarding a company, in this case one that is a part of a multi-million dollar parent company, based on how a company advertises its products.

The purpose of this study was to determine whether the Dove Campaign for Real Beauty could be used to effectively expand the media-narrowed definition of beauty. This study focused on the Onslaught video and corresponding message board. The sample included 119 posts written by 85 different message board users. Both a descriptive and interpretive content analysis based on reception analysis was used to deconstruct the message posters' interpretation and construction of individual beauty. The posters used the board primarily to express themselves, attach blame to the media and arrive at consensus. Overall, the users responded positively to the campaign. Twenty themes emerged from the posts, with the most prevalent attaching blame to the media for societal problems. The findings of this study suggest that Dove effectively created an online community where women could find a voice to express themselves and share experiences. More importantly, Dove initiated a public discussion that is a preliminary step in changing social norms. As such, the campaign should be viewed as having been effective.