The Dove Campaign for Real Beauty advertisements have been going strong for a while now but with no signs of waning, I thought it would be worth a closer look.For the most part, the Dove ad campaign has been lauded by the public for promoting a more positive body image for women. The marketers have cleverly crafted a cozy all-embracing collective that asks for public opinion, reports on trends in female self-esteem, and even sponsors photography exhibitions and beauty pageants featuring real women.
But I think Dove has failed to saturate the market. While Dove has effectively targeted the average woman's skin, hair, perspiration, cellulite and self-esteem concerns, what about other 'sharing and caring' sectors? Dove is missing key product lines like:
Dove Lard - It is a fact that nothing makes skin softer than a nice layer of body fat under that skin. Dove needs to continue expanding on their skin care line by encouraging their clientel to eat up. Encased in a pretty, translucent case, and carrying a pleasant vanilla scent and pastel food colouring, Dove Lard will deliver on the promise of soft skin "from the inside, out". Ramped up affirmative marketing will cushion the customer's shocking weight gain.
Dove Fight Club - The average skinny woman fails to show up in any of Dove's advertising but no market can be left unexplored. Meanwhile, Dove users will eventually tire of the love-in and need a chance to vent. Bring together the smug skinny girl with the frustrated, self-righteous Dove user in a dirt floor basement under a shady bar and watch the blood fly.
Dove Friend - Friends will grow tired of propping up low self-esteem while internet chat rooms are poor substitutes for really 'being there'. Dove Friend is the best female pal who will always be there for you, guaranteed or your money back. Gently push the button under her paunch and she'll reassure you with words like, "No, you're beautiful! ... No, really, you're more beautiful!" and "Men are scum. You are too good for him." and "You are perfect - just the way you are!" Additional snap-on accessories like Dove XXX will ensure that users need never worry themselves about the real world ever again.
As Dove says, please feel free to share your opinion.
2 comments:
I think what Dove is doing is pretty decent actually. I've never been in favour of unrealistic body types, and I sincerely believe that Dove really hopes that their campaign will bring about positive change (and sell their products too obviously).
This is in contrast to "The United Colors of Benetton" whose controversial ad campaigns are seen as a blatant attempt to stir up issues in order to sell their clothes. Benetton is hardly viewed as a sincere crusader of just causes, and more like a brand that's willing to whore itself however necessary to sell their products. For your reference:
http://www.barbielovesbenetton.com
I think it is naive to believe that Dove spends millions of dollars in the hope of boosting the self-esteem of women. When the board of directors and marketing committees get together, do you imagine they get all warm and fuzzy about their 'good work'?
Dove is all embracing when it comes to fuller figured women because they are in the hair and skin business. If they were in the weight loss business, they would be taking on the marketing strategy of Curves, for instance.
Anyone with a healthy self-esteem would not suddenly become an anorexic or even self-conscious over seeing an "unrealistic body type". To think women wilt at the sight of a skinny model is to take on the same condescending attitude towards women that Dove has assumed in its marketing.
I do not need Dove or any other corporation to affirm that I am attractive. God help any woman who does.
Post a Comment