As a woman I have been exposed during the last years to a great number of adverstisings which show different types  of women characteristics. One of these campaigns which carried on a great impact in Argentina was “Real Beauty” by Dove. In the same, one could visualize as models women showing more pronounced body curves, normal body weigth, which led to a greater identification by the majority of the female population, One of the objectives of this campaign was to change the type  of restrictive models and they have even achieved steps towards the development of the “Dove Foundation to Self-estime”. They not only work directly with girls and mothers, but also to include different organization.  Really a great enterprise!!

However, at the same time we receive this message, the market is still filled with advertisings incuding women with unattainable types of models from common women: slims, tall, outstanding beauty. These “models” appear not only in publicity of  cloths, perfumes, cars, but also in adds depicting them as “common housewifes” doing the house chores, playing with the kids, cooking, and looking glamorous and ready for love at any time.

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