Women still hate themselves, per Dove
Two new spots for Unilever’s Dove, created by Ogilvy in Toronto and directed by Reginald Pike’s Yael Staav, dip into what has become familiar territory for the brand: women’s low self-esteem and how they might raise it. Of the two, “Evolution” (above) is by far the more memorable, even if “Daughter,” which you can stream here, lets girls voice their usually negative attitudes toward their bodies. “Evolution” shows the transformation of what seems to be a relatively plain woman into a model on a billboard, and while we all know that most of the woman we see in magazines are heavily made-up and Photoshopped, it resonates much more when you see the process taking place right before your eyes. —Posted by Catharine P. Taylor |
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October 17, 2006 | Permalink |
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Wow. I gotta learn more about photoshop...and hire a makeup artist.
Posted by: Jess | Oct 17, 2006 4:34:37 PM
I'm with Jess! Thanks for the video...really interesting to see how it's all done...makes what we already know more tangible.
Posted by: rebecca | Oct 17, 2006 6:12:18 PM
Talk about pretentious...a dove film...it's a fucking commercial.
And if your read or watch tv or know anything about the world you know that what they show is done all the time.
Posted by: mal evans | Oct 17, 2006 6:53:02 PM
C'mon, Mal. It's still pretty cool.
Posted by: David | Oct 17, 2006 7:54:30 PM
where can i buy this for my girlfriend?
Posted by: man | Oct 17, 2006 11:30:09 PM
I thought most of this was instinctual knowledge between boyfriends and girlfriends. A slow dance, so to say. You know like clapton sings:
It's late in the evening
She's wondering what clothes to wear
She puts on her make up
And brushes her long brown hair
And then she asks me
Do I look alright
And I say yes, you look wonderful tonight
Lovelight in the eyes and all that.
If this is not instinctual, I suggest a computer service.
Posted by: woman | Oct 17, 2006 11:54:07 PM
This Dove work continues to be overblown bullshit. Let’s remember that it’s all coming from Unilever, where brands like Dove and Ponds still feature clichéd beauty imagery, Slim•Fast pushes the need to be thin, and Axe presents women as objects to be fucked.
Posted by: David Ogilvy | Oct 18, 2006 1:27:27 AM
Don't forget the larger issue. Men and women essentially look the same. It's only through deceit and artifice that women create their lie, and it’s not only with make up. It’s with high heels (most women are dumpily short), padded bras, stockings, and perfume. Women are a fraud.
Posted by: Cindy | Oct 18, 2006 8:39:16 AM
Cindy, This is not true. People go to the gym. I am sure there are relationships that start in those places. Now some people may wear makeup to gym and do their hair to look nice, but still they perspire and look hot.
I swim. In the swimming pool, It's kinda hard to wear makeup and not have it look like shit after two or three lengths. And hair? Well, we wear ugly caps, too. And we are basically stripped done to our skimpy speedos. (no speedo jokes cause it really is boring to people who take the sport seriously). Both men and women are seen in the basic mode. There are all sizes of swimmers. We are not the same. I think it's great that they are all trying.
At other times makeup and high heels are fun to wear, too. What's wrong with wanting to dress up and go out on the town? If that's the larger issue? Are we talking about cross dresser? I dont think that is the main issue.
I think the commercial is interesting if a person never saw that or realized what is done. Its value wears off quickly. It doesn't sell me soap. Not at all. Actually I rarely use soap on my face. I just use water. That's the funny thing to me.
Posted by: nancy | Oct 18, 2006 9:28:29 AM
I don't think it is Photoshop, by the way. But that is not the point, I guess.
Posted by: Hoof | Oct 18, 2006 10:12:40 AM
So what's their point? Didn't anyone noticed Dove photoshoped ad-nauseam the pudgy models at the beggining of their campaign?
Posted by: Anonymous | Oct 18, 2006 12:54:58 PM
it's sad that women fall for such a transparent reverse-psychology campaign.
Posted by: mal evans | Oct 18, 2006 4:11:55 PM
I think it's sad that you people are giving this commerical such low praise. And no, I don't work for Dove or Unilever or the agency. I simply appreciate the fact that a company is willing to confess that our world is wacked when it comes to beauty and we all need to rethink what beauty is. Especially, those who in advertising. There are alot more average women out there than top models.
Posted by: Honest Apple | Oct 19, 2006 1:13:40 AM
Honest Apple,
Dove was and is responsible for the beauty standards they now allegedly reject. In fact, they still employ the images for their shampoos and skin care products.
Posted by: David Ogilvy | Oct 19, 2006 2:31:28 AM
Let's keep in mind that Dove does, out of it's own pocket, fund a LOT of stuff that really helps women and young girls... there's a whole Fund (the Self-Esteem Fund in Canada - see www.campaignforrealbeauty.ca) dedicated to the matter. That part is not about sales or making money. They don't offer workshops to young kids for sales.
Let's also keep in mind that most brands have completely separate marketing units and managers and their own target sales groups. So, stating that because Axe and Dove come from the same parent company as 'proof' that it's all 'overblown bull' isn't really all that valid. Why is taking a step forward so threatening that people have to act like it's meaningless and not worth anything? It's not like a whole corporation or industry can change overnight... but shouldn't any catalyst for change be appreciated? Ditch the negativity, sheesh...
Posted by: smidge | Oct 19, 2006 4:09:51 PM
Sheesh, smidge, if you really think Dove is committed to the betterment of society, by all means, enjoy the fantasy. Dove donates money out of its own pocket? Who do you think filled those pockets to begin with? These efforts are not much different than Big Tobacco funding youth anti-smoking messages. Dove says, “Hey, little girls, feel good about yourselves. But wash your ugly faces with our beauty bar.” Take a closer look at the ads for the entire Dove brand. They haven’t even abandoned idealized beauty images in their own communications.
Posted by: David Ogilvy | Oct 20, 2006 12:22:02 AM
But isn't that what advertising is all about? Enhancing images of beauty so people are "inspired" to be unhappy with what they have? Why are we just blaming the manufacturer, when (1) the advertising agencies responsible are not held accountable for ethical approaches to product marketing; (2) our society finds it acceptable? Something seriously needs to be done if we are to bring up healthy adults who are empowered to lead their lives productively.
Posted by: Sharon | Oct 29, 2006 9:44:17 AM
U like to feel good about urself. Thats the ultimate truth of life. That answers why we do things even if its not logically right for us. Everything that we do, we do to feel good.
Posted by: Sriram Venkitachalam | Oct 29, 2006 12:51:21 PM
note well:
the "wonderful, inspiring" dove commericals are made by the same company, Unilever, which generates those oh-so-wonderful Axe commercials. Think again about the messages unilever is sending our there
Posted by: chris | Jul 10, 2008 4:15:33 PM
The concept of beauty existed long before advertising and people have been trying to improve their looks for 100s of years. It's natural to want to improve what you have. Why is being aware of your flaws (we all have some) and wanting to do something about them a sign of low esteem? Only complacent or stupid people are completely satisfied with themselves.
Posted by: Madeleine | Dec 15, 2008 2:25:06 AM
Madeline, the problem comes in when people get obsessed with their personal appearance to the exclusion of all else. I'll have you know I am neither stupid nor complacent, and I'm satisfied with my looks...despite not looking the way the fashion magazines say I'm supposed to look. Know why? Because I KNOW that as it says in the Good Book in Proverbs 31 "charm is deceptive, and beauty is vain"... and that having a good sense of humor, a keen intellect, a genuine love for life and having compassion for others is a much better way to live than endlessly looking in a mirror and bemoaning our supposed flaws. There's a good reason why vanity is listed as one of the seven deadly sins.
Posted by: Sabrina | Feb 7, 2009 4:04:23 PM
The ugly thing about the beauty industry is the way people make money off tapping into people's insecurities about their looks. The nice thing with the Dove campaign is that it's more inclusive than most fashion/beauty ads. Everyone else is saying you're pretty only if you're 16 years old and a size 0...and how many people can really measure up to that, even if you are 16 and size 0 for real? I think some of Dove's competition is mad that the ad works, and that's the reason for all the criticism against them lol
Posted by: Maya | Feb 7, 2009 4:15:32 PM
So informative video its like that i like your blog. :)
vee
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