Dove’s Campaign for Real Beauty

Dove’s new campaign although inspiring and promotes a more realistic body image is still an advertisement trying to sell the  Dove product.  This article appeared in Business Week.

Remember the first ads for Dove’s Campaign for Real Beauty, when it flaunted its defiance of the beauty and fashion industries with images of love-handled and cellulite-prone “real” women? Turns out those photos, according to the May 12, 2008 issue of The New Yorker, were as digitally manipulated as any skinny model-festooned fashion spread. It’s mentioned in a Lauren Collins profile of the toucher-upper himself, Pascal Dangin, who works regularly for Vogue, Dior, Balenciaga, and many others. Hear what Dangin has to say about the Dove project on page 100:

“Do you know how much retouching was on that?” He asked. “But it was great to do, a challenge, to keep everyone’s skin and faces showing the mileage but not looking unattractive.”

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2 Responses

  1. Wow! Is that for real?
    Not to sound sanctified from the rest of the population but i do not find that image attractive after all that “improvement.” I quess it would be hard to after watching the film though.
    But i usually dont find the women in such adds attractive. In most cases it seems like the add is more an expression of art rather than an accurate portrayal of beauty. As for typical adds with men, i cannot get past the fact that in order to have a rockin sixpack a dude has to spend long hours in trainning, watching himself in the mirror to ensure proper lifting techniques. Which is not all that cool, or manly.
    Who are the ones that identify beauty with these images? Young women and men who havent formulated their own perception of beauty and look to the realm of advertising to find what is beautiful? If so, is there a way to combat such false perceptions?
    Perhaps the reason i typically dont find these images attractive is because i dont see many adds and when i do they look unnatural, unappealing, and in some cases, so unattainable that i dont give them any credit.

  2. Hi,
    I am doing my disseration using Dove’s Campaign for Real Beauty.
    I enjoyed reading your blog, and you are right in saying that the company is STILL selling a product.
    Companies such as Dove that are using corporate social responsibility campaigns are using social media as a tool to boost their reputation. What are your views on this?

    Danielle

    Danielle

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