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Earlier in the month, Another Suburban Mom hosted a giveaway of Dove products as part of their Campaign for Real Beauty. I applaud ASM for her part in supporting real women, and Dove for progress, but Dove's Campaign for Real Beauty is still, at its core, nothing more than a campaign to sell more Dove products.
The ads tell us that "real" women are beautiful, yet they are selling us anti-aging products and firming creams. If "real" women are beautiful just the way we are, why do we need those anti-aging products and firming creams?
Dove's official statement on the ads reads as follows:
In other words, although Dove did not "distort" images to create an "unrealistic or unattainable" view of beauty, they did "correct" the photos to meet professional standards. Hmmm ...
Let's start with the facts. Dove says these ladies range from size 4 to size 12. In a country where the average woman is a size 14, we've already pushed the boundaries of a "real" woman.
The Dove ads say it's cool to be curvaceous as long as your skin is taut and firm and perfect. What? You love your real curves, but you've got a little cellulite? Better run out and buy some of that Dove firming cream! You love the way you've aged, but you are noticing a few more lines and wrinkles around your eyes? Better run out and buy some of those Dove anti-aging products!
In the end, you simply can't sell a beauty product without somehow playing on women's insecurities. What these ads say is that the women in the ads look sort of like me, except they seem really happy and confident. Maybe if I buy this Dove Firming Cream, I'll stop hating myself!
If women thought they looked perfect - just the way they are - they wouldn't buy these products.
And for the record, Unilever, the parent company of Dove, also manufactures Axe. You know, that can of spray stuff teenage boys bathe in rather than taking a shower? And one of there recent ad campaigns?
A half-naked stunning blond incomplete print ad with the most "naughty parts" missing… and with a message: "to complete this ad send Axe to 2345 after 9pm" Marketers then send you back a pic text to complete ad.
Soooo Unilever ... it's OK to be a "real" woman, but if you use Axe you don't have to settle for a "real" woman?
Earlier in the month, Another Suburban Mom hosted a giveaway of Dove products as part of their Campaign for Real Beauty. I applaud ASM for her part in supporting real women, and Dove for progress, but Dove's Campaign for Real Beauty is still, at its core, nothing more than a campaign to sell more Dove products.The ads tell us that "real" women are beautiful, yet they are selling us anti-aging products and firming creams. If "real" women are beautiful just the way we are, why do we need those anti-aging products and firming creams?
Dove's official statement on the ads reads as follows:
“We have made the commitment not to distort any of our images to create an unrealistic or unattainable view of beauty. As we have said, this does not mean we do absolutely nothing to the images to make them suitable for printing. There is always something that needs a bit of adjustment to meet professional standards - even in the best run photo shoot with the best photographers. Removing or correcting these things does not mean that people don't see the woman as she really is and does not change our commitment to real women.”
In other words, although Dove did not "distort" images to create an "unrealistic or unattainable" view of beauty, they did "correct" the photos to meet professional standards. Hmmm ...
Let's start with the facts. Dove says these ladies range from size 4 to size 12. In a country where the average woman is a size 14, we've already pushed the boundaries of a "real" woman.
The Dove ads say it's cool to be curvaceous as long as your skin is taut and firm and perfect. What? You love your real curves, but you've got a little cellulite? Better run out and buy some of that Dove firming cream! You love the way you've aged, but you are noticing a few more lines and wrinkles around your eyes? Better run out and buy some of those Dove anti-aging products!
In the end, you simply can't sell a beauty product without somehow playing on women's insecurities. What these ads say is that the women in the ads look sort of like me, except they seem really happy and confident. Maybe if I buy this Dove Firming Cream, I'll stop hating myself!
If women thought they looked perfect - just the way they are - they wouldn't buy these products.
And for the record, Unilever, the parent company of Dove, also manufactures Axe. You know, that can of spray stuff teenage boys bathe in rather than taking a shower? And one of there recent ad campaigns?
A half-naked stunning blond incomplete print ad with the most "naughty parts" missing… and with a message: "to complete this ad send Axe to 2345 after 9pm" Marketers then send you back a pic text to complete ad.
Soooo Unilever ... it's OK to be a "real" woman, but if you use Axe you don't have to settle for a "real" woman?
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14 comments:
Interesting that Unilever has both of those campaigns going.
I don't see the conflict with being a "real" woman and wanting to look your best. I am pretty sure that all women want to look good no matter what size dress they wear. I am also not offended by models being super skinny and advertisers altering images. Most intelligent people understand that sex sells and that certain things are stereotypically sexy - even if they are unattainable. No guy that I have dated has expected me to look like an Axe advertisement. I get the message of the Real Woman ads, but I don't find them particularly empowering for women.
I am oblivious to advertising as far as it compelling me to buy a product, I don't care if it is being pushed by a "hot" chick or a "regular" chick. Or, a sports "icon". Cheers Dana!!
Okay, so I had a comment that might have ruffled a few feathers. Then I deleted it. Don't want to start a war here during the Christmas season. We're supposed to be all about peace and goodwill towards man and all that shit, right? LOL
Anyway, women sized 4 to 12 are "real" women too. All women are beautiful.
Karen, I don't see a conflict with being a "real" woman and wanting to look your best either, however I do see a conflict with a campaign that says your good enough as long as you don't have cellulite and wrinkles. I don't find the ads empowering either - just another marketing ploy.
Matt-Man, what? Oblivious to advertising?? That's just downright un-American right there!
Jay, I like it when you ruffle my feathers! I agree, women sized 4 to 12 are most definitely real - they make clothes for them and everything - but I guess that is my point.
Here is Dove claiming to be innovative in their advertising, showing "real" women, yet they are really just spouting off the same stuff we see all of the time. Perfect skin, no cellulite, classic features - those make women real and beautiful. Not sure what I am at a size 16 with cottage cheese thighs and ruddy skin, but I'm clearly not "real" and I'd NEVER make the cut for one of their "real" women ad campaigns!
Sex sells. Europe's ads make ours look like bible illustrations!
Well, uh, well, I don't exactly know what to say, other than in the perfect world everyone would be accepted for who they are on the inside rather than what they look like in white underroos.
The only other comment I have is I basically think Axe body smell, I mean spray should be outlawed, that shit stinks. Especially on stinky 15 year old boys
Pardon my language.
Curves are beauty to me...
Given the choice of watching an ad with a size 6 model as opposed to one with several extra pounds... as shallow as it may sound I'm going to pick the size six. Advertisers know this too. But wait you say, these ads are supposed to entice women to buy their products. True, but if the majority of men find these women more attractive, then, as you pointed out, the insecurities pop up and the women buy into the ploy. I'm not saying it's right, but it is a reality.
Sad to say but true. Sex sell.
The double standards sucks though. Media and advertising out of control. Not to mention biased.
It does suck. But as Ashleigh said, I agree. They find what works and go with it, depending on the product. I find that MOST advertising is like that though.
Would it be unfair to compare this to greenwashing? As a sort of a ploy saying "look! we're doing good!" when really, they're still trying to sell a product under a different tactic. They're going to keep doing what works as long as it's working.
(I'm not saying that's ok- in fact, it makes me mad)
Interesting. I've never really given the Dove ads much consideration - I majored in Advertising Journalism and it's rare when I fall for an ad. Almost everything I buy is generic (Equate anti-wrinkle cream) or things that my mom used (Tide). And I really don't veer off that.
Now you could argue that Dove is just doing these ads to sell more creams and soaps. I wouldn't argue there.
But if that was all they cared about they could just have the ads with the "real women" and call it a day. The fact that their foundation works with several non-profit organizations and is doing a lot to start the conversation about "real" beauty and self-esteem says alot.
And yes they also have the Axe crap, which they market tackily, as it is marketed for a specific audience. The market for Dove is going to be different than the market for Axe so they are going to use different tactics.
And maybe the women use the products to maintain their perfection. Lets face it, I know I am finding that as I age, my skin is getting drier, and the dryness is uncomfortable, occasionally painful and not pleasant to touch. Why not use some product to make my skin feel better?
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