"Real" Beauty
Dove soap has a campaign now for "Real Beauty". It appears to be a self-esteem issue they are tackling where they emphasize that the womanly ideal presented in advertising campaigns isn't attainable and that women should be comfortable with their own real beauty.
To punctuate their message, they have created a short, time-lapse film that details a model's transformation from regular girl to super model billboard beauty. It's pretty interesting, especially after the photo shoot is done and they move into Photoshop territory.
It seems that some folks are up in arms over a corporation as large as Dove developing such a campaign. They feel that it is hypocritical for them to "dismiss" the very same advertising techniques they themselves have used in the past. Most feel it is just a corporate ploy of "Look, see what those other bad companies do to make you buy their product? You can trust us."
Personally, I see nothing wrong with it. Any voice, be it large or small, that can champion the normalization of body image to the public today deserves to he heard.
To punctuate their message, they have created a short, time-lapse film that details a model's transformation from regular girl to super model billboard beauty. It's pretty interesting, especially after the photo shoot is done and they move into Photoshop territory.
Click To See FilmIt seems that some folks are up in arms over a corporation as large as Dove developing such a campaign. They feel that it is hypocritical for them to "dismiss" the very same advertising techniques they themselves have used in the past. Most feel it is just a corporate ploy of "Look, see what those other bad companies do to make you buy their product? You can trust us."
Personally, I see nothing wrong with it. Any voice, be it large or small, that can champion the normalization of body image to the public today deserves to he heard.
posted by InkTank at
7:21 PM
4 Comments:
No, it is not a Good Thing(tm) under the surface. Dove is owned by Unilever, which has recently really gotten it together in the market segmentation game. Each brand owned by Unilever is cultivating a separate image supporting a separate ideology. This creates the appearance of being sensitive/in touch/hip with each of its markets, and creates a false sense of connection with the target audience.
For example: Unilever owns Dove, and the Campaign for Real Beauty.
Unilever also owns Axe deoderant. Please check out this Axe ad: http://www.youtube.com/watch?v=3KA9dfb6OxU
I also found this one while checking the reference for the first, so here is a second: http://www.youtube.com/watch?v=Q-3WTdP5ubw
Basically, it bothers me that two such competing ethos are being promoted by the same company, probably from the same marketing consultants.
For an overview of Unilever, use http://en.wikipedia.org/wiki/Unilever as a starting point. View each brand's marketing, and draw your own conclusions.
Any time you spend money on a product of any of their brands, you are rewarding the Unilever execs and unitholders for being savvy marketers|lying scumbags.
Caveat Emptor
-Akallabeth
I agree with your last thought... people have ideals, and people have dreams, but there shouldn't be a cynical "back to reality" attitude every time one's feet are firmly on the ground.
In Australia we have Ben Affleck in the second ad. I thought it was funny.
Besides the Axe ads are based on a male fantasy stereotype of women.
The point of the Dove ads is to say why are ads targeting women using the same /similar stereotype.
Using the same ethos to sell Axe (or Linx in AU) would prove disastrous to their sales.
It is pretty unfair to compare ads for men to ads for women.
Hey beerninja,
It would be unfair, if both ads were not from the same company.
The original blog post was about how Dove (Unilever) was making this great moral/ethical stand.
My point is that Unilever is actively spouting off any bullshit it can think of to tempt someone to buy whatever they can put on a store shelf. It doesn't care what it says, so long as it is what the consumer they have targeted wants to hear.
Unilever does not actually believe in the Campaign for Real Beauty(tm)(c)(pat. pend), or it would have used its "Real Beauty" models in the Axe ads.
"Real Beauty" is just another marketing trojan horse.
Be aware of what actions you support when you are shopping.
-Akallabeth
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