Persuasion Application Three-Reich: Love Your Curls

Reich’s Cultural Parable can be seen in this Dove commercial “Dove Hair: Love Your Curls”. This commercial will be used as the artifact to draw out Reich’s cultural parable “the benevolent individual”. Video too commercial below:

This artifact identifies Reich’s Cultural Parable and creates an affective consequence by influencing the attitudes of their audience to embrace their natural beauty and to become a role model for other women as well as little girls.

The process premises that this artifact attempts to construct in order to persuade their audiences are attitudes and emotions. Society has created an “ideal” image of what a women, black or white, are expected to look like. Unfortunately, our society has influenced women with curl hair (African American women especially) to feel the need to make it a priority to relax their hair. Through this commercial we can see that this “expectation” is harmful to our youths esteem and that as a community of women and hopefully everyone else we can strengthen our self-esteem, accept our natural beauty while changing the “ideal” hair style. Through this commercial we can see joy as well as sadness being used to persuade our audience. The joy of embracing our natural hairstyle but by first pointing out how the expectations from society have negatively affected a little girl’s perception of herself.