You'll be getting some of this in the Discussion Arena next week, but Dove has just launched a new viral video for their "self-esteem fund." Ad Age has a good piece on the launch and the results.
What do you think of Dove's campaign? Do you think girls are deluged with messages that negatively affect their body image? We talked earlier about the controversy involving an anorexic woman used in a fashion ad. What about this? Is Dove trying to solve a problem or conveniently use that problem to sell soap? Can our social ideas about beauty really be changed?
Wednesday, October 3, 2007
New Dove Campaign
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4 comments:
Not only CAN our societal views about beauty be changed, but they NEED to be changed. This is a good first step. If a company wants to do a good thing, by bringing a problem to the forefront of our consciousness and offer an alternative view and then quickly slip in that I should buy their soap, I'm going to buy it. It's amazing PR. They are generating an image with their brand that is easy for women who struggle with self-esteem issues to relate to. Their target audience is people who don't buy into the crap that women need to be unhealthy to be beautiful. I really admire the DOVE ad, and I think more people should follow the lead to change the societal view of beauty.
I also love this ad. I had seen the first one (from the discussion arena) last fall and also felt it was a great way to gain awareness about the issue of true beauty. The reality that the media around us (espeically in the U.S.) glorifies "perfect" looks and bodies is embarrassing, and to think that young children are relentlessly bombarded with such images should scare us all. I think that ever since they began putting out commercials promoting women with a range of real, normal body types, they have started the journey to abolishing the stigma of a perfect body. I commend Dove for their innovative advertising.
I agree with both of the previous posts. I loved the Dove ad because it not only shows the transformation in terms of hair styling and makeup, but also in terms of digital editing. Most people don't realize the extent to how much can be digitially altered in a photograph. The Dove ad fully exhibits how profoundly different digital editing can make a person look and girls who watch this ad will hoepfully realize that the pictures of girls they see on billboards or in magazines are not real. I believe the societal view of beauty will evolve, but more ads like the Dove ad are needed in order to get us there.
I liked the idea of this ad and I loved the evolution ad from last year. Both bring to light the problems of beauty faced by society. The only problem I had with the new onslaught ad was the graphic detail of the plastic surgery. It is real but I don't find it necessary to show the shots being given in an ad.
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