Tilted Forum Project Discussion Community - View Single Post - Dove ad campaign - self-esteem issues

pamplemousse · 03-31-2007, 12:34 PM

I suppose the fact that the Dove ads are slightly different in the US from in the UK ones shows that the marketing people are aware of differences in the two audiences' attitudes - that's to say, we're at different stages in accepting that you don't have to be size zero to look great. More or less, though, they're marching to the beat of the same drum, in-line with the current trend for promoting 'real beauty' and 'real women' in the mainstream western media.

Having already given myself up to the pursuit of unattainable physical perfection, with results I'm ashamed of, my initial reaction to the campaign was to congratulate the brains behind it - for having been brave enough to speak out. On the other hand, having read an article in the New Statesman last week, I feel slightly cast down.

http://www.newstatesman.com/200703260022

Now, she's up-ed the stakes for me: I don't want to feel pressure to be a model, but nor should being a 'real woman' stand as an aim we need to strive for. It's a cliché that we should all 'reach our potential' and 'learn to love ourselves', and a sorry day when advertising is applauded as one of a few remaining reminder of those eternal sentiments.

Either, what we're seeing is another manipulative marketing stratagem of the highest feel-good calibre, or - though I'm fearful to admit it - it's advertising, no doubt, but with genuine overtones of righteous rebellion. If not, why did we all sit up and take notice?

When Peugeot cars were advertised to the M People track Search for the Hero (I don't know if you got that in the US), we indulged in the belief that human virtue still exists within each of us - but we didn't go to press about it. It wasn't news that all of us would like to think we were greater than a statistic. Equally, Coke ads pulled at the heart strings with images of generosity and a vibrant community spirit, creating another unrealistically idyllic scene, unattainable in our society. Nevertheless, we don't feel required to E-mail the company in gratitude that they have helped raise our self-esteem.

In brief, my initial joy that Dove ads promote what I was too scared to hope for - the portrayal of 'real women' as beautiful - has been dampened. Now, it feels like a distant dream that anyone but the size zero models will really be considered beauties - as distant as the notion that we're anything but statistics (at least as far as the marketing dept. is concerned), or that someone really would like to 'buy the world a Coke'.
Significantly, I can handle that the lady with the clipboard doesn't really care what my favourite colour is, and that the free Coke distribution going on at the supermarket was a blatant ploy to get me hooked. That I struggle with judgements I face - be it as an emaciated anorexic (as was) or a 'real woman' - bothers me more.

03-31-2007, 12:34 PM	#61 (permalink)
pamplemousse Upright	'Real Women' I suppose the fact that the Dove ads are slightly different in the US from in the UK ones shows that the marketing people are aware of differences in the two audiences' attitudes - that's to say, we're at different stages in accepting that you don't have to be size zero to look great. More or less, though, they're marching to the beat of the same drum, in-line with the current trend for promoting 'real beauty' and 'real women' in the mainstream western media. Having already given myself up to the pursuit of unattainable physical perfection, with results I'm ashamed of, my initial reaction to the campaign was to congratulate the brains behind it - for having been brave enough to speak out. On the other hand, having read an article in the New Statesman last week, I feel slightly cast down. http://www.newstatesman.com/200703260022 Now, she's up-ed the stakes for me: I don't want to feel pressure to be a model, but nor should being a 'real woman' stand as an aim we need to strive for. It's a cliché that we should all 'reach our potential' and 'learn to love ourselves', and a sorry day when advertising is applauded as one of a few remaining reminder of those eternal sentiments. Either, what we're seeing is another manipulative marketing stratagem of the highest feel-good calibre, or - though I'm fearful to admit it - it's advertising, no doubt, but with genuine overtones of righteous rebellion. If not, why did we all sit up and take notice? When Peugeot cars were advertised to the M People track Search for the Hero (I don't know if you got that in the US), we indulged in the belief that human virtue still exists within each of us - but we didn't go to press about it. It wasn't news that all of us would like to think we were greater than a statistic. Equally, Coke ads pulled at the heart strings with images of generosity and a vibrant community spirit, creating another unrealistically idyllic scene, unattainable in our society. Nevertheless, we don't feel required to E-mail the company in gratitude that they have helped raise our self-esteem. In brief, my initial joy that Dove ads promote what I was too scared to hope for - the portrayal of 'real women' as beautiful - has been dampened. Now, it feels like a distant dream that anyone but the size zero models will really be considered beauties - as distant as the notion that we're anything but statistics (at least as far as the marketing dept. is concerned), or that someone really would like to 'buy the world a Coke'. Significantly, I can handle that the lady with the clipboard doesn't really care what my favourite colour is, and that the free Coke distribution going on at the supermarket was a blatant ploy to get me hooked. That I struggle with judgements I face - be it as an emaciated anorexic (as was) or a 'real woman' - bothers me more.