Dove Sketches “Real Beauty”
The company’s new ad incites mixed feelings.
Much controversy has recently been sparked by Dove’s latest ad “Real Beauty Sketches”. In the short video, several women are asked to describe themselves to an FBI forensic artist, as he draws them. They are separated by a curtain, and don’t see each other. Afterwards, they are asked to briefly get to know another participant in the study, and then describe her to the artist. The pictures are hung side by side, and the difference is striking.
The tagline for this ad is “You are more beautiful than you think”, which seems to be true for the women. They invariably portrayed themselves as uglier, older, and sadder than what their partner saw while talking to them. However, there has been debate about the diversity of the study and the features that are considered more beautiful than others. Nearly all the women are thin, young, and Caucasian; the compliments given to them are such things as “Thin face” “pretty blue eyes” and “small chin”. So while Dove is promoting “real beauty”, there is anger that what is considered beautiful is still not diverse- the women don’t end up appreciating what they look like, instead they end up realising that they are closer to the media ideal than they previously thought. One of the women in the study said:
"I should be more grateful of my natural beauty. It impacts the choices and friends that we make, the jobs we apply for, how we treat our children. It impacts everything. It couldn't be more central to your happiness."
This quote has been torn apart on the premise that it encourages seeing beauty as the most important, if not only, measure of self-worth.
On the other hand, women have reportedly cried at the end of the video, hailing its efforts to promote higher self-esteem as revolutionary. To them, it doesn't matter about the diversity or the compliments given. What they really care about is the overall message of self-acceptance, despite the backlash.
The almost universal opinion expressed, however, is that in the media and in fashion there needs to be more representation of healthy, average women, and less of the stick-thin airbrushed anomalies that are so lauded. There needs to be more of an effort to turn around the way the industry thinks, both for the health of the models and for the health of the customers. Everyone is struggling with body image, because the images they see are those that are undoubtedly photoshopped- even the models cannot reach society’s concept of perfection. The real issue here is that if women were not objectified and held to such an unattainable standard of youth and thinness, there would not be a need for ads like Dove’s trying (if not totally succeeding) to promote a concept of “real beauty”.
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