It’s interesting (to say the least) to see a beauty brand make such a concentrated effort to dismantle the mythos and effects of marketing’s ceaseless selling of beauty, but Dove has been working toward that end for most of 2006. The new spots work two angles to a single approach: The first spot, called ’Evolution‘ deconstructs the marketed ideal of beauty by showing us just how unrealistic (and produced) that standard really is. The second spot, called ’Daughters‘ emphasizes the negative effect incurred by young women and girls who are bombarded by these hyper-stylized and impossible beauty standards every day.
It’s on issues like these when I question the benefits to marketing and advertising in general, as the old argument of ‘holding up a mirror’ simply shatters against reality. The image shown in that mirror isn’t possible in real life, so to what end is that image beneficial to us in terms of a standard of beauty or appearance? I know that there are more than a few marketing and ad folk reading this site, so I ask you: Why?