Yea or Nay: Dove Commericals

Recently,  Dove released a new ad as a part of its Real Beauty Campaign. Even though, I was one of the first bloggers to give Dove props for it’s well-meaning-but-overly- simplistic Evolution ad, the current onslaught of ads (called onslaught, pun intended), make me cringed.

Am I the only one who feels a bit manipulated by the ads and the campaign, in general? I understand advertisement is suppose to be provocative and I do agree that women are bombarded by a ton of unrealistic images regarding beauty. However, I don’t like the fact that a beauty company, who is partially responsible for creating those unrealistic images, is using my own insecurities to sell me a bar of soap (which I would buy anyway, I LOVE Dove products).

The industry has gone so far to the edges (luxury or budget, really skinny or really not, etc) that the only things left to commercialize is the middle?. It’s commercialization of normalization and it’s brought to you by Dove…..

Yea or Nay: Dove Commercials?

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  1. says

    I think Dove’s aim is to make their customers feel less insecure about BEING insecure. You can buy a Dove wrinkle cream without feeling like you’re giving in to “the man” even if, when it comes down to it, you are. I’m torn between appreciating that, and finding it completely evil.

  2. wildcats2020 says

    It is sorta like the folks who are pro Wal-mart but when it became uncool they went to Target.  At least Dove is trying to change the image for women.

  3. lisa says

    Interesting that Dove is owned by Unilever.  Which, incidentally, also owns Slimfast.  And Axe.  And a Brand called Lux.  All of which have a fairly firm stake in upholding the stereotypes of the beauty industry.  This is a marketing campaign.  I personally believe the message is a good one.  But you can’t buy into the hype anymore than any other marketing campaign.

  4. MizHalsegan says

    An “old” topic, but here’s a comment nonetheless. I say nay. I have used Dove soap for years, it is a good product. But I have also worked in media/publishing for a number of years. Ads are designed to cut through the clutter. And the “real women” ads do that. But now they are upping the ante by including children. Heart-tugging advertising for soap, etc. “If you won’t buy our products for yourself, buy them to ensure your children’s future—future self-esteem, that is.” It is manipulative. I’d guess that if this campaign doesn’t move product—or when it fails to keep moving product—the company will drop it. That’s just the nature of the business.

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