Are doughy white girls being exploited by corporate America?
New ad campaigns by Dove and Nike that feature "real women" are stirring things up, which is exactly what the soap and shoemakers want.. so they can sell more soap and shoes. The Dove ads, which tout a line of firming lotions, feature women in their underwear. What makes the ads different is that the women are anywhere from size 6 to a 12. The Nike ads feature close ups of body parts and headlines like, "My butt is big." ("My butt is big/Like the letter C/And ten thousand lunges/Have made it rounder.")
Okay, when you look past the fact that the average American woman is a size 14 and that the rhyming in the Nike ads sucks, you come back to the simple fact that it's fashion advertising. And women, no matter how thin and beautiful -- or larger and "real" -- they are, always seem to look in the mirror and find their little flaws. The ad cats know that. That's why the supermodel waifs, mammoth-breasted Victoria's Secret girls and airbrush artists get so much work.
Dove and Nike know that and, in their own way, they're still playing on the insecurity factor. Instead of "Wow, that Uma chick is hot. Maybe if I buy that lotion, my skin will look like hers," the new "real women" ads seem to promote a message of, "Wow, that girl looks kinda like me, except she's happy. Maybe if I buy that new Dove firming cream, I won't hate my body."
When you look at it that way, the "real women" ads are kind of insidious. (Of course, that may be just a guy's rationale for more ads with hot skinny chicks.)
In any case, I don't get it. I don't see an ad with Marcus Shackenberg or whatever his name is and think, "I want to be like him." I see an ad with golfer John Daley in and say, "I AM like him. Hmmm. What should I have for dinner?" (DWG Weight: 232 lbs.)