little drops — Why Dove’s “Real Beauty Sketches” Video Makes Me Uncomfortable… and Kind of Makes Me Angry

Very insightful…. A reminder that even the much-praised Dove “we are exposing their advertising techniques” campaigns are just that — campaigns, designed to sell a product. (The parent company of Dove also owns Axe, which is blatant in its use of demeaning sexual stereotypes.)

Brave, strong, smart? Not enough. You have to be beautiful. And “beautiful” means something very specific, and very physical. Essentially every movie and tv show and commercial shows us that, right? It doesn’t matter what other merits a woman posses, if she is not conventionally attractive, she is essentially worthless (go watch Miss Representation for more thoughts on this). And my primary problem with this Dove ad is that it’s not really challenging the message like it makes us feel like it is. It doesn’t really tell us that the definition of beauty is broader than we have been trained to think it is, and it doesn’t really tell us that fitting inside that definition isn’t the most important thing. It doesn’t really push back against the constant objectification of women. All it’s really saying is that you’re actually not quite as far off from the narrow definition as you might think that you are (if you look like the featured women, I guess). —little drops