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The article Fat is an Advertising Issue, by Susie Orbach, summarizes the efforts made by Dove beauty products in changing the negative aspects surrounding the business of beauty by describing the origin of Dove's campaign for real beauty. Orbach's psychological perspective shows the side of the beauty business that every woman has known her whole life and has consequently suffered from emotionally: through magazines, television, and other aspects of the media a certain image of skinny and flawless has been the only true way to be "beautiful", anything else is a flaw that decreases self esteem therefore motivating women to by products that will supposedly make them look more beautiful. This vicious cycle has tormented women for decades, and with this new campaign Dove is looking to turn the beauty business on top of its head. Dove's campaign for real beauty is a revolutionary idea that will take the beauty business in an entirely new direction, thereby convincing women that their own uniqueness is what makes them beautiful.
In her article Orbach points out the outstanding leadership that will allow the campaign to flourish as she says, "What impressed me the most and continues to impress me is the commitment of the leadership team at Dove. They're making it work. Everyone doing Dove business now asks the questions I was brought in to help them confront in order to make the campaign effective." By taking the initiative to ask these questions that will ultimately benefit the positive campaign, Dove will turn the vicious cycle into one that will actually benefit women. Also, in terms of the rhetorical appeals, by launching this campaign Dove is re-establishing their ethos as a reliable beauty company that surrounds women with feelings of uniqueness and happiness as opposed to insecurity. Logos is also applied in this situation because by making women feel good about themselves, sales for the company's products will logically increase as women will actually feel beautiful. And finally pathos is displayed as the emotional appeal of the campaign looks to re-establish women's security about themselves so that they may feel beautiful.