Dove’s Canadian agency, Ogilvy Toronto, just keeps setting the standard for “virtuous” brand advertising. After pranking Art Directors with a Photoshop Action that undid their work on women’s bodies, and a powerful outdoor installation about girls’ body image, they’ve now hired a forensic sketch artist to show women just how bad their self image is:
You can see more of this campaign at Real Beauty Sketches where, as Adland’s Åsk Wäppling observes, “the comments are quick to point out that these women in the ad are white and skinny.”
[Update: The Jazzy Little Drops Tumblr specifies, “Out of 6:36 minutes of footage, people of color are onscreen for less than 10 seconds.”]
[Update 2, Via Salon: “The only interesting thing Dove has done since it began this campaign to sell soap in 2004 is overtly shift the emphasis from sexual attraction to peer approval. The real take-away is still that women should care whether a stranger thinks she is beautiful. That’s not radical — it’s the thesis of every beauty product ad campaign ever.”]
Well, except for the black woman in the screen shot at the top of this article…
Posted by suze | 16-04-2013 18:09
Posted by Tom Megginson | 16-04-2013 19:12
“Despite the great work, however, we have to remind ourselves that Dove is part of Unilever, owner of Axe body spray and marketer of skin whitening creams in Asia.”
YES! And also, that the ultimate point to all these warm fuzzy ads is to sell more product, make more money, generate tons and tons of brand goodwill to keep selling more product and maybe win some industry awards.
It’s a serious question. This woman has the typical idealized body of a model, and despite the scary body painting, the portrayal is undeniably drawing attention to her curves and bare skin. When I think about eating disorders, I try to imagine looking in the mirror and seeing a funhouse…
33 psychological influence techniques in advertising Designing for behavior change is our thing here on Osocio. We discuss the wide area of social campaigns from all over the world. ‘Is it a good or bad campaign’ is our first question. And we often judge a campaign based on professional principles…
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