Introduction and overall evaluation It was reasonable for Dove to do campaign against photo-enhanced advertisements Beauty and cosmetic producers often use photo-enhanced advertisements for their products. Photo-enhanced images deceive vulnerable potential customers who end up purchasing those products, some of whom are of low quality and standards. Firms use photo-enhanced advertisements due to stiff competition in the industry, thus an effort to gain competitive advantage over other the competitors. Therefore, Dove intervened with the promotion trend in order to sensitise consumers on the tricks applied by producers when persuading customers to buy their products. Dove carried out an initiative to promote all types of natural body images of women The main objective of the campaign was to promote self-esteem in vulnerable females, easily deceived by photo-enhanced advertisements. Women care about their body images, and thus many players in the cosmetic industry use attractive images in promoting their products to women. Dove campaigns bar firms from using fake images on their product promotions as a moral obligation to protect the society from unethical businesspersons. However, Dove is also a player in the cosmetic industry and cannot avoid using women imagery in product promotion campaigns. Most of its products are skin-firming cellulites that enhance women’s self-esteem. In order to drive the point home effectively, Dove used natural images of women in campaigns for its products. It is not possible to make consumer products and fail to exploit women because Dove exploited women in an effort to promote their self-esteem. I would recommend Dove to continue with the campaign against abuse of women imageries in advertising. However, I would recommend Dove to change its moral approach by applying images that are pleasing to the public. Furthermore, I tend to believe that Dove prepared for criticisms that would arise against their campaigns from the beginning. Therefore, they should continue with the campaign and ignore the criticisms, but consider changing the images. Campaign Critique Dove used unimpressive materials in the campaign efforts. Natural images are not impressive because they disclose the physique that women try to eliminate from their bodies. In addition, the majority of women hate fat bodies and due to that element, firms opted to use thin women in their advertisements to impress the targeted consumers. However, Dove should stick to their advertising material for they are the best for carrying out the sensitisation to the women. Strengths and weaknesses of the Dove campaigns Strengths of the Campaign   * Promotes ethics in the business – Photo-enhanced images are deceiving and thus unethical for a vendor to use them in an effort to attract customers. Dove’s campaign is ethical and beneficial to customers who often fall into traps of unethical vendors in the beauty and cosmetic industry.   * It is sensitising the women whose rights are violated: The campaign is sensitising women about violation of their rights by vendors and firms that produce beauty products for economic reasons. Hence, women acquire knowledge about the types of advertisements that they should believe in before purc