Friday, April 27, 2012

10049: Delayed WTF 18—Dove Still Sucks.

MultiCultClassics is often occupied with real work. As a result, a handful of events occur without the expected blog commentary. This limited series—Delayed WTF—seeks to make belated amends for the absence of malice.

Dove and parent company Unilever continue to push the Real Beauty bullshit via The Ad Makeover App. The Facebook application claims to let users “replace those feel-bad ads” that prey on women’s self-esteem with warm-and-fuzzy Dove propaganda. Um, isn’t that like swapping Roseanne Barr for Rosie O’Donnell?

As it turns out, The Ad Makeover App is nearly as misleading and deceptive as the advertising it purports to counter—and not just because the device fails to deliver on its promises. No, this scenario once again shines a spotlight on the offensive hypocrisy behind the Dove campaign. Will the amazing app erase idealized-stereotype-embracing ads for TRESemmé, Sunsilk, Lux or Close Up? What about racist skin-lightening products like Fair and Lovely?

Hey, somebody ought to introduce an Axe App that turns Dove’s un-retouched women into ultra-sexy hotties. That would be awesome.

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