Dove Advertisement – Beauty Sketches

Posted on YouTube this video involves a member of the San Jose police force who draws a photofit of a woman as described by herself, and then again as described by another member of the public.  The two images are vastly different, and the artist only draws what he is told, he has no visual contact with either of the people.  Its an emotional video and tells us a lot about how we ‘fat shame’ ourselves and how we think.

“Women are their own worst beauty critics,” Dove says. “Only 4% of women around the world consider themselves beautiful … we decided to conduct a compelling social experiment that explores how women view their own beauty in contrast to what others see.” Dove.

http://mashable.com/2013/04/15/dove-ad-beauty-sketches/

Dove Photoshop Action

A further development that I have found out about was this campaign that was aimed at the people who edit, manipulate and design images of women that have unrealistic bodies in the media and was disguised as a photoshop action which was free to download.  The action, once deployed, turns the image back to its unedited state with a message from Dove saying “Don’t manipulate our perceptions of real beauty” (see screen grab below from video).

Screen Shot 2015-05-14 at 13.01.15

The Photoshop action — a downloadable file that applies an action with a single click — is aimed at art directors who may be creating such ads. The action, which was disseminated on Reddit and other places where Dove thought such art directors might visit, promised to add a skin glow effect, but actually reverted the image to its original state.

It would be interesting to see how the media industry viewed this campaign and if it had any real effect on anyone.  There are plenty of comments under the video/post about it which do not seem to think it was such a good idea as it is not targeting the real cause of the problem.

Cheryl GutierrezMar 6, 2013

PLEASE!!! Talk about misleading, “By speaking directly with those responsible for manipulating our perceptions. Art Directors, Graphic Designers and Photo Retouchers.”

In the Ad world, all of these people take direction from MARKETING and SALES. Creative teams don’t arbitrarily manipulate images without direction and approval from those teams. Blaming the resources who do the work is just ridiculous and irresponsible – but what would you expect from a mega corporation like Unilever? 

Ola K.Mar 6, 2013

this is such a BS, as a graphic designer I can tell you that getting a project with models ALWAYS requires us to do photo manipulation, and it’s required by the client, so instead of targeting designers (people who are trying to keep their jobs instead of getting their work send oversees) why don’t you start targeting the real culprits? that is producers of products who want their product to be associated with unrealistic beauty? that perception has to change on higher level… what you are doing here is like asking a janitor why he’s picking up garbage, ppl shouldn’t litter and he’s responsible for it !!! B freaking S! smarten up DOVE!

http://mashable.com/2013/03/06/dove-photoshop-action/

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