Recently, while scrolling through social media, Lisa Thompson stumbled upon a Dove advertisement that made her pause. It was impossible to ignore the insensitivity of the message being conveyed. The ad depicted a black woman in a brown shirt pulling the shirt over her head to reveal a white woman in a white shirt beneath.
This sparked outrage, with outlets like Good Morning America questioning whether the ad suggested that “lighter is better.” The complete ad showcased three women of different backgrounds, but the initial impression left many feeling uneasy. Lisa expressed her thoughts to GMA, stating, “These ads carry subliminal messages that imply darker skin isn’t beautiful enough, suggesting a need to ‘purify’ oneself. This is a tone-deaf approach.”
Unfortunately, this isn’t the first time Dove has faced scrutiny for racially insensitive advertisements. Many users on Twitter highlighted the troubling history of racial dynamics in soap marketing, amplifying the criticism. Following the ad’s virality, Dove issued an apology on both Twitter and Facebook, but the response felt inadequate.
One has to wonder how such an ad made it past approval—where were the voices of people of color during the decision-making process? The company’s initial defense of the imagery only compounded the issue. Lisa urged Dove to consult a person of color within their organization for a fresh perspective, remarking, “If you’re uncertain, just ask someone who can offer insight.”
Dove’s response was dismissive, stating, “The content featured advertises the benefits of our body wash for every type of skin…” This attitude misses the point entirely. If someone points out an issue regarding representation, it’s crucial to listen. Lisa provided constructive feedback, suggesting a reordering of the women in the ad and a more diverse representation, including women of various shades—advice that could have improved the campaign significantly.
This incident is particularly concerning given Dove’s history of tapping into women’s struggles with self-image to market their products. Remember the infamous “are you beautiful or average” campaign? It’s clear that this latest misstep is a continuation of a troubling trend.
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In summary, Dove’s recent advertisement has reignited discussions on representation and sensitivity in marketing. As brands strive to connect with diverse audiences, listening to feedback from those communities is essential to avoid missteps that can lead to public backlash.