Case 3-G
Macro Issues
The DOVE Campaign
for Real Beauty represents Ogilvy and Mather’s attempt to “cut through the
clutter” of western beauty standards. By depicting women of all shapes and
sizes they are making a social statement about the widely accepted beauty
ideal.
Using the TARES
test to evaluate the DOVE Campaign for Real Beauty, I would evaluate it as
follows:
·
T - The
depiction of “average” looking women is true. The body types, sizes and shapes
of women vary greatly. DOVE’s ad showcases that in true fashion.
·
A - The
question of authenticity is not so clear cut. On one hand, DOVE claims that due
to the findings of their research there’s a need for a “wider definition” of
beauty among women. The campaign is an attempt at making a social statement –
or movement – to help widen that definition. In that sense, the brand is making
an authentic claim about the standard of beauty being too narrow. But on the
other hand, the beauty brand is trying to sell products that help to promote
beauty. So their claim essential is, we see there is an unrealistic social norm
in existence, so we want to challenge that by informing you of our products
that claim to enhance beauty.
·
R - It
can be argued that showing naked women, in any shape or size, in a print ad is
not respectful of tasteful. And to be fair, the DOVE ad did not show women
completely naked. They were in their underwear. I think this is a matter of
taste. Could they have pulled of the same effect if the women were in a t-shirt
and jeans? Was is necessary for the women to be in their underwear? Is body
shape/size alone the only factor women consider when measuring beauty?
·
E – The
equity of this ad is hard to be determined. One way to look at it is to reason that depicting more photos of
“real women” will improve the overall consciousness about beauty. But, how true
is that concept? Does seeing another women of a similar body type as your own
improve your view of your own beauty, or of hers? Does this ad actually widen
the definition of beauty? If so, then both the receiver of the information
(real women) and the company (DOVE) are on an equal playing field.
·
S –
For this example, we look at the social responsibility of this ad as to whether
the public relations advocacy impedes or contributes to the robust function of
the marketplace of ideas. I would say that this ad is social responsible
because if contributes critical social commentary to the modern marketplace
concerning women and beauty.
The role of authenticity when it
comes to beauty products is a little confusing. But, I would say that beauty is
such a core belief in the larger society, that the claim that states: “you will
look better” then you “actually do”, isn’t completely untrue. This depends on
the product…and the use of that product. But if you are considering facial
cleansers, the claim that washing your face will make you look better then not
washing your face is true, and the suggestion to use a certain product to wash
your face with isn’t an unrealistic suggestion.
The question of authenticity comes down to this: are you promoting this
product with the “right attitude?” Also, is there a sincere need for this
product? Because, let’s be honest, in our market there are numerous facial
cleansers and various types of beauty agents all claiming to produce similar
results to your beauty. Advertisers have
to be careful when phrasing claims about their products. In the case of DOVE,
their campaign was clever. It peeked the social consciousness and charged us to
question our ideals. In this case, I would say authenticity was fairly met.
Midrange Issues
The claim that the DOVE campaign
is an example of ethical advertising is a fair one. It most likely stems from
DOVE’s extensive market research and critique of its audience. The praise can
also be derived from the campaign’s delivery. The approach of challenging – and
critiquing – a social norm proved to fair well with the masses. Realistically,
women know that they do not look like the models in magazines. DOVE was able to
communicate this insecurity by offering a solution not a product – namely,
social change. What they described as a “wider definition of beauty”. There
campaign tackled a common issue in a new way, instead of offering to help
average women elevate their level of beauty by purchasing a product, they suggested
that their product celebrated the beauty they already possessed – thereby helping
to redefining the social standard.
DOVE chose not to feature the
stereotypical model when creating this ad.
That was a purposeful choice. They wanted to feature something
different. Ethically, there isn’t a stereotypical concern about using the image
of an “average” woman.
The ad’s creator was loyal to
their belief that beauty comes in all shapes, ethnicities and sizes.
Macro Issues
Ads are tied to self esteem and body image issues for many
women. Since the women depicted in ads are in peek physical condition and are
made up to be extremely beautiful, this can cause low self esteem in average
women. Eating disorders are a direct result of a girl/women opinion of beauty
and of herself. Ads are probably the most influential agent in forming a
women’s standard of beauty – because they are lasting. An image in a movie or
TV show can be not as easy to remember, but the image in a still photo can be
remembered a longtime.
The stance of widening the definition of beauty is a clever
approach. DOVE does not claim to redefine it. I think that’s a key element in
their campaign. As the population gets older they will see their outer
appearance change. DOVE’s campaign challenges you to accept beauty on different
terms – terms that look more like real life. I don’t think DOVE was thinking
about an aging population, but their message can surely serve that purpose as
well.
Ethically, DOVE probably thought about what age range they
wanted to depict when showcasing “real women”. The issue may not have been as
widely accepted if it was a teen campaign or for that matter an older woman
campaign. By choosing women who were in the 20’s and 30’s DOVE played to their
target population, but also a larger audience that accepted their kick at a
social standard of beauty.
No comments:
Post a Comment