ads everywhere

I don't think ads truly alter the what people see as beautiful. Ads are directed at a specific group of people, so that the audience agrees with the ad prior to even seeing it, on some level or another. The ads that reference appearance usually refer to the ideal of their audience, the predisposed vision of beauty.

The Dove ads appeal to people (women) by referring to pathos, the ads appeal to the happiness of the actresses, implying that if the audience uses the product, they will be happy too.