An insightful “both/and” reading of Dove’s ad campaign.
Dove’s campaign calls women to action: choose beauty. Do it, just do it! Their campaign seems to claim that if you choose their products, boom: you’ve gone and chosen beauty. Images of women all over Dove’s Tumblr depicts them choosing between doors labelled “average” or “beautiful”. The firming lotion in the billboard below becomes a confidence-in-a-bottle product, rather than just another drugstore product. The general idea behind the Real Beauty campaign may well be a good one, but tying it together with a company and their brand in this way leads less to women feeling good about themselves in general, and more to them feeling good about that last purchase they made. This billboard shows how Dove is drawing the female gaze rather than the male, and then using that to sell happiness.
In his work, Écrits: A Selection, Jacques Lacan redefines the classic Descartes quote from “I think therefore I am,”…
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