Confidence in your own skin… a reaction to the Dove Girls

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Is it possible that there are any countries left in this world that don’t find a slender female silhouette to be ideal?  While this concept of having confidence in your own skin was brought to the attention of the public quite obviously through the Dove ad ‘Campaign For Real Beauty,” I still feel that there are very few women who are actually comfortable in their own skin. Images of extremely thin women are constantly peppered throughout websites, tabloids and magazines.  It is a wonder that Dove decided to move forward with their campaign.

Apparently those of us who take a quick glance at these less than perfect women and wonder why Dove would use this to market their product neglect to realize that Dove did their research on a global scale.  In fact, Dove’s ”The Campaign for Real Beauty”, Created by Ogilvy & Mather won the 2006 Grand EFFIE Award which recognizes The Most Effective Marketing Communications Campaigns.  It is a wonder, though, that when women were interviewed, surveyed and , 40% responded that they disliked seeing plus-sized women in these ads (Performing Beauty: Dove’s ‘Real Beauty’ Campaign, Jennifer Millard, 2009).  These ads seemingly also label Dove as “the brand for fat girls” – as clearly described and analyzed in Seth Stevenson’s article: http://www.slate.com/?id=2123659&GT1=6772.

So, is it simple to assume that the Dove campaign worked because it generated discussion about the Dove brand?  I think this is exactly what Dove set out to do.

When analyzing Dove’s goal for their ‘Real Beauty’ Campaign and comparing these ads to those in the Axe commercial, as we discussed in class, Unilever, the company which owns both brands, contradicts its own marketing campaigns.  The Axe advertisements do not show the plump Dove girls racing to the Axe user’s side, instead, we see a slim beautiful female doing so. This thought came to mind throughout our class discussions, and interestingly enough, I was able to find someone to agree in Lauren Dye’s “Consuming Constructions: A Critique of Dove’s Campaign for Real Beauty.”  If more females were to look at all of Unilever’s products, it is likely that they would come to realize that the “fat brand” ad campaign is just something to get you to buy their products.

 

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