Lately, I find myself wanting for simpler times, for the days of soap operas dominating daytime tv, and the drama being interrupted by commercials selling things, not theories. See, just as evil twins and medically confusing comas have gone out of fashion, so has the acceptance of soap being soap. No, we need it to be so much more. What does the soap say about us? What do we say about ourselves?
I must applaud today’s execs for transforming the world of advertising as we know it. It’s really brilliant when you think about it. Companies discovered how to touch their audiences in a way that leaves the consumer feeling personally invested in a product. And how do they do it? By preying on vulnerable victims — oops I mean women. Beauty revolutions, body acceptance programs, and gender equality platforms means soap advances from a bar of fatty acids into the self-hug you didn’t know you needed. These new ads are magnifying the consumer’s insecurities in an attempt to win hearts while emptying pockets.
Dove’s “Real Beauty” short-films, Special K’s “Fight Fat Talk” experiments, and Pantene’s punchy “#ShineStrong” message are essentially saying, “You can’t feel positive on your own. You are your own worst enemy. You need us to feel better and have the life you really deserve.”
The saddest part about this new trend is not that we choose to believe it, it’s that we now expect all advertisements to follow the same guidelines. And the ones that don’t are demonized. The latest victim being Victoria’s Secret “The Perfect ‘Body'” campaign. It’s important to note that Victoria’s Secret was not trying to sell bodies. (They couldn’t get the permit required) They were selling bras named “Body” and displayed their product on their models.
These slender, professional models are the same ones who appear in the catalogue so many of us order from, and walk the runway in a fashion show millions of women watch. But because the company was selling bras and not a social movement, people got angry. The public was expecting to receive a “Buy one bra, get an inspirational quote free” offer. So, after hearing the public’s complaints regarding body image, Victoria’s Secret changed their slogan to “A Body for Everybody.” They caved. Lame.
For those who are still really angry at a bra, I suggest spending your hard earned money on a different product. However, most women will continue to shop at Victoria’s Secret because of its quality of undergarments, not it’s universal message. Their ads don’t need to push up self-esteem, their push-up bras can do that. They don’t need to reveal what beauty is, their lacy bottoms reveal your beautiful side.
Loving a message is futile if the product doesn’t live up to your newly enlightened standards. Some women just don’t feel good in their skin, and for those who don’t, there are self-help books I can recommend that are much more helpful than an advertisement.
Side note: I love Dove soap and Pantene shampoo. Been using both since I was a kid. Before the movement.
Here’s a classic Dove ad to get all nostalgic over.
Joanne Nosuchinsky 
My last comments never posted, so I’ll just say, God Bless
I’m more of an Ajax man myself. lol
Guys think if they drive a cool car, then they must be cool. I would guess advertisers have something to do with that mindset. Sure a BMW is a nice ride, but that Honda will get you there for half the price, of course half the attention as well. But how many of us can live up to that cool factor? I like that old commercial where a guy is trying to look at
his reflection driving slowly by a mirrored office building. Its not all advertisers doing, heck, I blame women too, yup, just look at us once at the stoplight and you just justified
my overpriced car.
Do you know why high heels were invented?
I thought that Louis XIV had them created for himself, so he would look taller than the women in his court?
Joanne I am very interested in you and would love to talk with you and get to know you
Sent via the Samsung GALAXY S®4 Active™, an AT&T 4G LTE smartphone
I agree with wanting to go back to the old days. Despite the creativity of such advertisements I prefer something simpler from time-to-time in this very fast moving time we live. I would point out that while you say the women are the main target in advertising, the real money makers come from the group within women: moms. Anything that can (maybe) push your kid ahead of the pack sells off the shelves in mere moments; be it soap, shampoo, toys, classical music, the list goes on. Good post.
Well said, Joanne! Dove soap makes my skin feel good, and at 60+ that’s what really matters.
No offense Ms. Nosuchinsky, but the purpose of soap is keep us clean. The last thing I want from a bar of soap is to make me oilier leaving the shower than when I first hopped in.
monday morning on my email I subscribe recently- there you go being normal – you buy products that work for yourself . brand loyality =the new ads are for new , customer, expand market capotalizm-land of the free home of the brave-just make the products in the USA.
Insightful and sensible as usual. Though I wouldn’t want to go back to those t.v. days of just daytime soaps. I enjoy all of the choices that the new media present. Otherwise a show like Red Eye may not exist, and we wouldn’t be able to see you. Keep up the good work and hope you have continued success.
Very Profound!
Reblogged this on georgeforfun.
I agree…wonderful, JoNo 🙂
I have to say, though, light font on dark background is very difficult on the eyes :-{
It’s sad to think that women measure themselves and other’s by which products they use or who does what with who. Being yourself and not really caring about who is wearing or doing what is the trick to simpler times. You can live it if choose to.
I think that the last time I cared about what some body thought of me was back in 79.. Good luck kid….
I found it interesting, in the case of Victoria’s Secret, that their commercials, although speaking to women, are aimed at men. What they are really saying is, “Men, get your women this, they need it.” It leaves me awkwardly fumbling around the bra section wondering what magic piece of fabric is going to make my girl look like the girls in the commercial – because that is what love truly is.