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I love it when ad campaigns can motivate people by doing shit like this.
These women aren't fat. Hell, a couple have ribs showing. If they really wanted to make a statement, they'd actually use fat people. People would then be less likely to buy thier product. It's how human nature works. It's part of the "halo" effect.
They are trying to make money. This allows them to get rabid fans from the "empowered, real women" demographic, and doesn't lose them any customers. Good job Dove.
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"The question isn't who is going to let me, it's who is going to stop me." (Ayn Rand)
"The truth is that our finest moments are most likely to occur when we are feeling deeply uncomfortable, unhappy, or unfulfilled. For it is only in such moments, propelled by our discomfort, that we are likely to step out of our ruts and start searching for different ways or truer answers." (M. Scott Peck)
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