Monika’s Musings

miscellaneous tidbits on marketing, advertising, and life in general

The power of fat

February26

I have a confession to make: I am really troubled by Dove‘s new advertising which followed from their positioning “For the real women” / “real beauty”.

As a whole, I admire their idea to give a little self-esteem boost to all the girls and women out there. Absolutely nothing wrong so far, on the contrary a very noble thing to do. What troubles me though is the fat girl with the orange hair (unfortunately I couldn’t find the videos that I have seen with her) in all of their TV ads that followed from the new positioning.

Now before you jump at me, I want to say that I enjoy a stronger force of gravity than your average 27-year-old girl. However, this chick really bugs me because I know for a fact that she is in the ads not because Dove consider her beautiful, but because she is fat. It is so obvious that I find it cheap and annoying. And it doesn’t work for me – probably doesn’t work for you either. When it comes to advertising – I do want to pretty happy people with shiny hair and perfect skin.

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