May 2, 12
Dove, recently launched a creative campaign to spark a conversation around how extreme re-touching of beauty images can go unnoticed and can distort a woman’s perception of beauty – especially young girls. This print and interactive campaign continues the work of the Dove Campaign for Real Beauty launched in 2004, which first highlighted the issue of digital alteration of beauty images through its Evolution of Beauty video; if you haven’t seen it – it’s a definite must-watch.
Take a look at the image below; is it Real or Re-touched?
Now, look at the image when it’s turned right side up:
Crazy isn’t it? How, at first glance a clearly manipulated image can appear perfectly normal. No wonder so many women and young girls are unhappy with how they look.
The copy (above – top right) reads: Does retouching distort your perception of beauty?
What do you think? Have you ever been influenced by an image or representation of beauty in an advertisement or the media? Do you feel differently about the way you look when you see beauty images?
Despite increased attention being paid to the use of retouching in beauty photos, its effects are still being felt. The Real Truth About Beauty Research conducted by Dove found that only 9% of Canadian girls (10-17) and only 3% of women are comfortable calling themselves beautiful. Would you call yourself beautiful?
“Dove believes that every woman should have a positive relationship with beauty. That is why we have made the commitment not to distort any of our images to create an unrealistic or unattainable view of beauty” says Sharon MacLeod Dove V.P. of Marketing. “Dove only casts real women in its advertising campaigns. We believe our images continue to demonstrate that real beauty comes in many shapes, sizes, colours and ages.”
Women and young girls are encouraged to explore the resources at www.Dove.ca, including an interactive tutorial that helps mothers, mentors and educators engage girls in a fun exploration and discussion about beauty images. (dove.ca/harbingerideas.com)
For more information – visit: www.facebook.com/dove
I hope you have a happi day! And, don’t forget to Wake.up & Make.up!