So my hiatus is finally over, and I am back on track to ranting online blogging. My seminar went amazing and the new program is building tremendous momentum, but about that another time. I couldn’t help but notice, that my Facebook feed was clogged by the new Dove ad that has recently surfaced the web. It’s everywhere.
Now – I am not saying it’s not true, that women are more critical of themselves than strangers are of them; I just want to remind everyone that it is still an ad. An advertisement is a paid public announcement – and in this case – it is not for development of women’s self-confidence and general wellness, it is for a product; a soap, a shampoo, a cream. Dove isn’t saying “You are naturally beautiful – don’t bother buying any of our beauty-enhancing products” now are they? No. They are not. They are saying “You are beautiful – now go buy our soap”.
It is insulting and arrogant.
As a master manipulator, my 4 year old does this just as good as the PR gurus at Dove. L told me that he loved my new shiny rain boots and that I looked pretty in them. And then he asked for a lollipop before dinner. Classy. It upsets me that Dove thinks that by complementing women, they can get us to do what they want – buy their product. In terms of quality, I don’t know how much better or worse Dove is than any other company that makes similar products, but they are the only ones that try to win us over with ads that borderline malicious flirting.
My Facebook feed was full of phrases like “Dove really defines beauty”, “Everyone is unique and beautiful in their own way” and “women shouldn’t be objectified”.
Here’s some food for thought…
Dove and Axe are owned by the same company. The same people who designed the sketch ad also designed the following:
How’s that for not objectifying women and focusing on inner beauty… yeah I thought so.
The advertising industry, as we all know and been warned about since elementary school, feeds off people’s insecurities and physiological blemishes. It is fuelled by horrendous values, disgusting character traits and the need to fit in. Unfortunately, knowing is half the battle. It pains me to think that if I was more self-confidant and strong minded, I wouldn’t need my new, shiny Hunter rain boots, a steaming David’s tea in my hand, a Bugaboo stroller and an iPhone 5 (fine a 4S, but still…)
Fads are the way the world turns, but if you are not careful, you can get sucked in to a point of no return, where you think that Dove cares about you more than just another customer. A world where Hunter rain boots are a must-have rather than simply an impulse buy. A world where you get lost in the ‘newest and coolest’ and forget about the things that really matter. Who is rich? A person that is happy with what he has. Happiness is the art of taking pleasure in what you have. Unhappiness is the art of focusing on what you don’t have and need to buy in order to be happier, skinnier, prettier, taller, more successful, etc…
This was an un-paid advertisement brought to you by an insulted mommy of three, who, due to lack of time mostly, is forced to focus on her inner beauty.