Of Perception

Thursday, April 18, 2013


In college I took a lot of philosophy classes, in fact I ended up with a minor in philosophy (and english and women's studies and sociology) so this campaign by Dove resonates with me on a few different levels. One of the classes I took was philosophy of marketing which mostly focused on commercial advertising and overall marketing campaigns. What I learned in that class is that companies seek to get an emotional response from potential buyers (logic is rarely helpful when selling something:)). Most of the time (read: almost always) companies focus on the negative emotional response that we aren't enough without their product. This is especially true when focusing on a female market.

We are shown how products will make us thinner, look curvier, have shiny hair or curly hair, have pale skin or dark skin, less wrinkles, fuller eye lashes - the list goes on. Marketing will always be there but how major brands choose to market has an effect on our views about ourselves and societies perceptions as a whole. It affects what kind of hair we want this year compared to last year. It's a methodical and very psychological process to sell us "stuff" and to buy their specific brand of "stuff." I don't want to sound like a debbie downer on marketing because I actually find it really interesting, not to mention just a part of the world we live in, and there's nothing wrong with it per se; I love funny commercials and witty marketing but strictly female markest just don't get those ones. With all that said, I find this video by Dove refreshing and a much needed antithesis to all the other ads we are faced with hundreds of times a day that tell us we could be better, we should be better. I much prefer this take: you are more beautiful than you think

12 comments:

  1. This has been floating in and out of my facebook feed all week. Haven't had the time to look until today and now I'm in tears. Just beautiful. We all are.

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  2. I've got goose bumps - thank you, Christine!

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  3. That was a really, really powerful video. Thank you so much for sharing. Gosh I don't even know what my composite sketch would look like if I had to describe it to someone, but I bet it wouldn't be good. I think we're always our own worst critics, and it's exacerbated by the media telling us constantly what "beautiful" is. This is a striking eye-opening, thank you so much. I'm proud to be a life-long dove soap user! Haha.

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  4. I think Dove have really got their marketing campaign's right in recent years and I'm behind any brand that makes us appreciate ourselves for who we are :)

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  5. I like My Scandinavian's Home comment. Dove has sent out some really good messages in the past few years. I like that they're embracing beauty the way it's supposed to.

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  6. Watching this video put a lump in my throat. I definitely fall prey to concentrating on my flaws rather than concentrating on what's beautiful and good. I can really feel myself in these women, especially when they're staring in awe at the two drawings side by side. I also love what you wrote about the marketing and advertising industries. Dove is taking a different approach and it's really refreshing.

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  7. Saw this last week and, as a woman, it definitely makes you think: do I think that way about myself? why do I think that way about myself? It is one of the more thoughtful campaigns in a while.

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