Dove Ad Shows Women That They Can Choose Beauty
If you were given the choice to describe yourself as “Beautiful” or “Average” what would you choose? Dove’s latest campaign #ChooseBeautiful aims to encourage women to reconsider how they see themselves daily and to make the choice to see themselves as beautiful. According to a recent survey over 95% of women said they wouldn’t choose the word beautiful to describe themselves, although 80% said they could see something beautiful about themselves. This is why Dove have decided to challenge women all over the world to re-evaluate their self image and to choose to be beautiful.
“Women make thousands of choices each day — related to their careers, their families, and, let’s not forget, themselves,” Dove have said in a statement. “Feeling beautiful is one of those choices that women should feel empowered to make for themselves, every day.”
In order to get their message across Dove put up signs in entrances to shops asking women to choose to walk through the door with the sign “Beautiful” or the one with the sign “Average”. These signs could be found in San Francisco, Shanghai, Delhi, London and Sao Paulo. As to be expected most of the women choose to walk through the Average door rather than let the world see that they acknowledge their beauty. What is interesting to note is that a lot of the women who chose the Average door, then questioned their choice later and stated that if they had to make the choice again, they would walk through the beautiful door.
The campaign surprisingly saw a fair amount of backlash, with many people feeling that the campaign was superficial as it forces women to put themselves into two distinct characteristics, Beautiful or Average, rather than allowing them to choose between whether or not they see themselves as funny, kind or intelligent. Thus forcing women to feel that if they don’t see themselves as beautiful then they are Average (which Dove have implied as a negative word, but it actually isn’t).
Nina Funnell at the Daily Telegraph has stated “Instead of dismantling a toxic culture that makes women feel bad about themselves, Dove simply keeps pointing out how terrible it is that women feel like crap, before guilt-tripping those exact same women even further, for daring to have such low self-esteem,” She then went on to write that. “It’s a never-ending cycle.”
What did you think of the campaign? Do you feel like it empowered you to see your self as beautiful, or do you feel like it forced you to see yourself as either beautiful or average with no in between?