There has been much noise created about the latest Dove video about the "patches."
The critics suggest that the campaign is demeaning to women because the video tricks the women and refuses to highlight the fact that Dove, owned by Unilever, is trying to sell a product.
Thankfully, cooler heads, like Burns from Forbes, spoke up to point out the ridiculousness of the claims. It seems that most beauty brands are damned if they do, and damned if they don't.
Dove has branded itself wonderfully as not a beauty brand, but a company that wants to show how beautiful women truly are. If someone has a problem with that kind of claim, they have issues of their own.
As for the "in it for the money" claim: it is a business, after all. If Dove wasn't in it for the money, one would immediately have to question its business model.
A foolish statement, indeed.
Before we continue, below is the video.
So you see, it is playing on the well-known placebo effect, when people act differently based on a cognitive decision that an added object or activity should change behavior. It's a tried-and-true method, and one should have expected that Dove would eventually employ this exercise.
Basically, we're saying to stop the hate.
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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