Pub Dove Real Beauty: Intox?

During the campaign “Real Beauty” for Dove – whose objective was to use “real women” to promote their beauty products – cosmetics brand has seen extolled by public opinion. Finally a brand decided not to lie to us…

That girls in magazines, billboards and TV spots are touched is no longer a secret. There is little doubt that the skin in such a fifties actress is not miraculously spared by the wrinkles that Penelope Cruz’s hair do not shine only because it is worth it, and that the buttocks of Laetitia Casta should their firmness as Photoshop…

But who cares, we like to sell us dreams of idealized beauty, a concept that dupe those who want to be. Where things get tough, that’s when a brand decides to base its communication on well-meaning slogan “We, we do not lie.” This was the case of Dove, that by launching its campaign “Real Beauty” has decided to attract 68% of women say they feel deep in step with the image of femininity that returns their advertising.

The idea is bright, and seems obvious. It was time that the media reflect the evolution of a population increasingly diverse, and whose average weight had increased. Dove is so brave figure of precursor and does not bother to adopt a moralizing to other cosmetic companies, described as the big bad wolf generator psychological disorders in adolescent girls in loss of confidence…

Yes but now, those who wish to criticize and make things need to be whiter than snow, in order to establish credibility. However, recent statements by professional photo retoucher Pascal Dangin (who worked on the famous clichés “Real Beauty”) come to shake the credibility of Dove. While the brand demonizes retouching (see the last clip “Evolution”) and denounces the mystification related to the world of aesthetics, Dangin claims to have changed the pictures to the Dove campaign.

While the official bias was to stage different women more voluptuous than wire, the first goal was obviously to boost the sales. Now see displayed in bus shelters of fat legs and celluliteuses seller would not have been … So, the protagonists of advertising have the incredible opportunity to fly rather large free of orange peel, and this not no thanks to Mother Nature but thanks to Pascal Dangin, who has managed to smooth out defects and erase this or small beads.

The thing is not dramatic in itself, but nevertheless frustrated idealist speeches Dove, which advocates the 100% natural. In short, far from serving the cause of those feeling cannibalized by the marketing of beauty, Dove has just snuck into a promising niche, regardless of grant deeds with his words. It is time to stop graft advertising moral nickname, which does not serve to make the world better or to improve our lives, but just to boost sales…

Gallery

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Cas N°13 : Dove

Source: www.ionisbrandculture.com

Cas N°13 : Dove

Cas N°13 : Dove

Source: www.ionisbrandculture.com

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Cas N°13 : Dove

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