thin women effect: hating self, loving brands.

according to a study reported on by AdAge, thin women in advertising make women feel poorly about themselves, but good about the brand. viewers will eat less or choose low-calorie options after seeing a thin model, feeling inadequate, but will like whatever product better; yet, when faced with a "normal" sized woman, women are less inclined to purchase the advertised product, but won't monitor their eating. the study was comprised of "a sample of 194 college students aged 18-24."

i feel the need to address this, especially because it's getting attention as a reason for marketers to return to skinny models: they sell product better.

i don't think this is the case. i think for a long time now, women have been living in 'the valley.' no, not like valley girls. i mean this trench from which we try to crawl out of. on one side, expectations and traditions (and don't you dare get me started in a debate by saying 'but they aren't there any more'--bullshit); on the other side, a long way up and out, paved with dogmas and philosophies difficult to navigate, aiming to feel alright in this world and in our bodies.

this shift is still changing.
the valley is getting smaller, but it will take time. this movement is helping more than hurting, if marketers/brands can suck it up a while longer. only in the past decade (being generous) have girls been able to see 'real women' in the media around them. wait for these girls to grow up. then tell me about their confidence, their eating habits, their response to thin models. if the same results hold in 20 years, then i'd consent to maybe there being something in it.

because right now, the valley effect is such that women see skinny women in skinny jeans (for example). that's a goal and aspiration that they were brought up (in many cases) to fulfill, understanding that this is what our Western society views as desirable. they want to be the skinny woman so they can buy the skinny jeans. thus, they get down on themselves, eat less, and do like the brand more--it's a status symbol, a version of self-growth and attainment/contentment.

that is removed for current 18-24 year olds, many of whom grew up on Britney Spears and Spice Girls, when they are shown images like themselves. there is no push to better oneself, no goal to reach, no status attached to something they can readily buy. to put it in perspective: the iPhone. if it was cheap and easy to get, tech geeks wouldn't be all over that shit. the iPhone are the skinny jeans of today's market gurus.

but that desire for the skinny jean will dissipate when it is no longer a status symbol. if the regular jeans are as desirable as the size 00s. to extend the metaphor, when it becomes more about the cut and style of the jeans, rather than the size. this is the shift. don't cut it off from happening. the study also found that seeing regular women was self-affirming, though brand-denying. but i should know better than to ask the industry to consider the end user over the almighty dollar.

[side note.
i'm not even getting into the fact that 194 students is a shitty sample size to be parading this data around on.]

proof that dove really does suck at life.

as if you needed more evidence, here's why Dove is still guilty of failure. now back to your regularly scheduled programming.

by request! a rant on dove.

the post. the culprit: dove. the question: relevancy. the verdict: fail.

but you knew that already.
the question is truly, Why exactly does Dove fail at life?

it's not that it was a flawed campaign concept, as some believe.
i think that a campaign for real beauty, and expanding definitions of beauty, is admirable, useful, and, moreover, achievable through marketing if done well. MultiCultClassics recaps and quotes Adbusters, "In this case the message is right on—it’s time to end the propagation of unrealistic ideals. But the intention—to somehow bolster women’s self-esteem while selling them firming lotion—is the problem."

i am not sure this is entirely true.
all women--and i'd argue all humans--want to feel beautiful.
beautiful means confident, which in turn leads to desirability and acceptance, which leads to the ultimate goal of communication and connection.

widening the standards to include more people into that circle of beauty is important to raise confidence in a culture which places so much emphasis on appearance. rather than change the body to fit the mold, shift the mold. that much we can agree our culture is due for.

there are a number of ways people are doing this.
for a long time, i supported--though no, i didn't model for ;)--Suicide Girls for their political stance in their own alternative industry. i then stopped supporting them because of their legal practices, but that's beside the point right now.

if Dove wanted to expand definitions of beauty and sell body lotion, i think it's possible. if you want to tell me that my body type and my facial structure fits into a new definition of beauty--and you make me believe it--i may just support you enough to buy that lotion that consequently makes my skin silky smooth (i actually do purchase one Dove product, namely this). point being? sell me on the new beauty concept, if that's what the campaign is about, and you'll sell me on the product because you'll be something i believe in.

that means depict in your ads: large girls, multiethnic girls, tattooed and pierced girls, nerdfabulous girls, feminine girls, girls with hard bodies, girls with legs for days, girls with big hips, girls with broad shoulders, girls with 'masculine' faces, girls like flowers, girls like linebackers--oh wait, i mean, ALL KINDS OF GIRLS. hey, all of them may buy lotion. especially if they play rugby. ;)

do not show me, as you are, these girls who still look like models and who don't resemble anyone i've ever met before in my life. give me girls i want to take a second look at. give me online profiles for my favourite dove girls. let me get to know her style, her hardships, and her personal beauty.

bottom line is you can't campaign for real beauty unless you actually embrace it.
through embracing it, i do think there is product support and monetization.
but if your concept and campaign don't match up--as they currently don't--that's what's causing the distrust.

because ultimately, Dove is more concerned with pushing product than pushing the importance of pluralizing beauty--and that's the failure.