l a a r i s s s s a a ' s media arts blog.: re: social awareness contradiction
Jan
26
re: social awareness contradiction
Larissa

The Dove Campaign for Real Beauty is a worldwide marketing campaign launched in 2004. It includes advertisements, video, workshops, sleepover events, etc. The main idea behind the campaign is to celebrate the natural unique physique that every woman poses and inspire them to develop confidence and self-esteem. Marketing and communications agencies such as Ogilvy & Mather, Edelman Public Relations, and Harbinger Communications (in Canada) hopped on board Dove’s idea. I believe this is what the world needs in a day and age where media can influence anybody’s mind. Everywhere you turn you see the media bombarding your minds with images that lie about natural beauty. If you repeat a lie to yourself over and over again, sooner or later it will begin to sound like the truth. It also applies with this, if you see photo-shopped picture of how beauty is defined then won’t your perspective of beauty be shaped by what you see, just like a child. With the aging population of kids we can’t afford for them to think of beauty that way. Their vision of beauty would be shaped by what they see on TV or everyday life. If they grew up living a lie then the truth will later be forgotten.At least there is a company out there that promotes natural beauty. (e.g. the ad with the old women says "too old to be in an anti-aging ad.")An example of Dove’s ads for real beauty would be the advertisement Dove Evolution which aired about 3 years ago.


CHECK IT OUT HERE ---> http://www.youtube.com/watch?v=iYhCn0jf46U


After I saw this advertisement about 3 years ago, I was shocked, stunned, scared, etc. I was wondering, “OH MY GOD! THIS CAN’T BE REAL.” This is the perfect example of what the media is doing to us and by viewing these images we are shaping our definition of beauty with lies.


Now on the other hand, The Axe Effect Campaign, even though originating from the same company has an opposite view on beauty for men. I would say that this ad would be like the smoking ad that was used in the entry “ads of the past – did they really say that?” They play on the fact that men want to impress women and that if you do this or say this you can get whatever you want. But unlike the past now a day’s society is more educated and won’t fall for fake ads like this. I think this is ad is more humorous rather than serious. When I first saw the ad I died in laughter because it was so unrealistic. I think I’m just smarter than that to actually believe it, so to me I found it funny.


The parent company being one of 2009 World's Most Ethical Companies is totally bizarre because they have one company with extra values and the other with none. I don’t think it’s right because one does not balance out the other. I think there should be some basic set of beliefs or values that should be used. I think even though the products maybe different I think values are something that should be respected throughout.

edit post
1 Response
  1. DI Says:
    March 28, 2010 at 6:26 PM

    I most definitely agree – “If you repeat a lie to yourself over and over again, sooner or later it will begin to sound like the truth.” The media continues to use photoshopped images that look nothing like the original to display their view of beauty. We see these images repeatedly and so, our definition of beauty is distorted. People soon begin to try out ridiculous diets in hopes of looking like the models when those images look nothing like themselves! The fact that The Dove Campaign and The Axe Effect Company are from the same parent company makes it just sad. The Dove Campaign helps bring out the inner beauty of woman while the commercials from The Axe Effect just make woman look like objects. As if anyone would actually believe that using Axe will get woman chasing you. To be honest, Axe stinks!


Post a Comment

Subscribe to: Post Comments (Atom)