In Defense of Dove. ~ Kevin Macku

Via elephant journal
on Apr 19, 2013
get elephant's newsletter

Source: via Kathi on Pinterest


 I liked to think I was a feminist.

After today, I’m not so sure anymore. Some of my friends whom I’ve taken inspiration from in the past for their feminist literature and beliefs have been sharing responses to the Dove ad I’m sure you’ve all seen by now; the one where a forensic artist who looks kind of like Gil Grissom from CSI draws women twice without ever seeing them.

I really liked this ad.

It made me feel good about life and perception of beauty and all of that stuff. It didn’t really make me think “buy Dove, be beautiful!” But then again, I’m a guy; I think I might have some of Dove’s men’s hair+body in my shower at the moment, but to be honest, as a guy, I don’t really know care. When I shop for toiletries, I don’t really look at brands; I shop prices—except I think we can all agree, Axe really does kinda stink.

Startlingly, there’s an overwhelmingly small number of men in the ad.

Sarcasm aside, I was surprised this morning when a few of my feminist friends started sharing published attacks on the Dove ad, some claiming it was “anti-feminist.”

I’m really curious about this backlash. It’s apparent to me that the writers of these pieces are speaking from some kind of communal perception. Something about the ad must have scratched them the wrong way—otherwise, I can’t see why multiple people from unrelated backgrounds would have had the urge to share their similar feelings independently—and so eloquently.

Would these writers still lash out against the short video if that little quote and Dove’s logo didn’t pop up at the end like some Cold War-era propaganda scheme? Would they be so agitated if this was truly just a social experiment to see how a forensic artist interpreted people’s (okay, women’s) views of themselves compared to others’ views of them?

This is an important topic for some people like, say, young actors. How others see us is the key to knowing how to best market ourselves, particularly early in our career.

From a Tumblr called “little drops:”

What you look like should not affect the choices that you make. It should certainly not affect the friends you make—the friends that wouldn’t want to be in relationship with you if you did not meet a certain physical standard are not the friends that you want to have.

Setting aside the fact that, as an actor, I’m in the last business that can (and actually must) discriminate by gender/age/skin color/etc., I for one don’t feel like Dove was trying to say, “How you look affects your life choices.” However, how one feels about themselves does affect their choice of friends, their job, etc. I’ll bet that people who are happier in life probably have more accurate self-descriptions. However, because it was, in the end, an advertisement and not an unweighted social experiment, the stories were going to be cherry picked.

Dove selected women not because they thought they weren’t beautiful, but because they thought they weren’t beautiful.

Let’s look at which descriptors the editors chose to include. When the participants described themselves, these were some of the things that were implied as negativesfat, rounder face, freckles, fatter, 40— starting to get crows feet, moles, scars… Whereas some of the implied positive descriptors used by others were: thin face, nice thin chin, nice eyes that lit up when she spoke and were very expressive (my actual favorite), short and cute nose, her face was fairly thin (this was said twice), and very nice blue eyes. So… I don’t know if anyone else is picking up on this, but it kinda seems to be enforcing our very narrow cultural perception of “beauty”: young, light-skinned, thin. No real diversity celebrated in race, age, or body shape. So you’re beautiful… if you’re thin, don’t have noticeable wrinkles or scars, and have blue eyes. If you’re fat or old… uh, maybe other people don’t think you look as fat and old as you do yourself? Great?

Dove Anti-Aging Ad
Dove anti-aging ad

So, from all the applicants and auditionees, the majority of women who were picked by the editors people who designed the ad to illustrate Dove’s point were Caucasian women, blonde of hair and blue of eye? Could we not, through this same selective logic, come to the conclusion that Caucasian women with blonde hair and blue eyes are more depressed with their lives, and it shows in their view of themselves, whereas African/Asian Americans may just tend to be happier?

I’ll admit that it’s a stretch, but so is to say that all Dove cares about is the aforementioned white bunch. Both could be true, but neither can be gleaned, even from the full six-and-a-half minute video and accompanying website.

From Erin Keane’s article in Salon:

Time magazine calls it a “short documentary,” but it’s just another commercial for all of the products parent company Unilever sells under the Dove umbrella, like deodorant and soap. It’s not exactly a commercial for the products Unilever sells under different brands, like diet chocolate shake in a can Slim-Fast and Rejuveness anti-wrinkle cream, because buying those products suggests you’re not ready to claim your role as a “real woman” who was lucky enough to be born with a relatively pleasing face that you will only really see when it’s reflected back to you by some dude who used to work for the cops and a lady you just met in the green room.

Yes, it was an advertisement. Yes, it was ultimately designed to sell soap. Yes, it addresses some general truths about women’s perception of their own beauty. This is a cultural phenomenon that, agree or disagree, a significant portion of American women seem to have an opinion on, not unlike another advertisement for soap: the soap opera; why are people proposing we stop sharing it?

We’re also accepting a broader assumption—that these aren’t all just actors—and that it’s all only based on true stories and data and transformed through the lens of an advertisement to cater to Dove’s primary demographic, which might be 90 percent Caucasian women blonde of hair and blue of eye. This is also a possibility. You know those nine-out-of-ten doctors you see on national spots sharing their expert opinions about that prescription medicine? Let me tell you—when I start to get the salt n’ pepper look going, I’m going to be the best doctor/lawyer/professional you’ve never actually seen.

Here’s another experiment. Find a 4-year-old and ask her to draw a picture of you. At the same time, blindfold yourself and draw a self-portrait. You might be surprised to learn that through a child’s innocent eyes, you’re actually a potato with a shock of purple hair, sticks for limbs and a triangular nose that rests somewhere south of where you always imagined your neck to be.


Imagine, instead, seeing yourself through the eyes of a preschooler with a developmentally appropriate understanding of perspective and anatomy. Every drawing she makes of every woman looks pretty uniform — same potato head and torso, same stick arms — because we’re all the same, aren’t we? Except you get a scrawl of purple hair, because she thinks you’re a princess and also she can’t find her brown crayon. That’s how she sees you. How do you see yourself?

Let’s set aside the fact that my blind-drawing abilities are probably being a little overestimated here—put the blindfold aside and I still might wind up looking like something resembling a potato. This has more to do with my inability to draw than my opinion of myself. Why I say I’m a feminist is because I support pay and employment opportunity for all people regardless of gender/color/sexual orientation/etc. But I will not submit that we are all the same. Feminism, as I recall it, was about celebrating differences, not eliminating them. I’m a boy, you’re a girl; aren’t we awesome?

Would you find it fascinating if a soap company that catered exclusively to men right around my age demographic might perhaps design an advertisement based exactly on what Erin just described—how I as a four-year-old/preschooler saw myself at my current age?

That’s right. At the bright age of four years old, I wanted to be an astronaut (the part about spontaneously waking up with supermodel-pretty women who I’m sure have many other lovely qualities about them in white bedsheets came later).

I would have settled for fighter pilot.

To say, “Stop sharing this ad, it’s anti-feminist” seems counter-intuitive. No, this video must be shared, because it starts dialogues like this. I agree with the calls to action from both of the authors: women, stop using your perceived beauty—or lack thereof—as a crutch; you are more than your body. So I ask, “Why?” Why stop sharing? Because it’s an ad? Advertisements also brought us one of the coolest posters ever (which I’ve still yet to buy), one of the most pertinent economic recession calls to action this decade (I drive a Ford) and some of the coolest yoga videos I’ve ever seen (I’m not a member).

I would go so far as to add that a bar of soap, while perhaps able to exfoliate pores and remove dead skin and dirt from the skin’s outermost layers, will not magically and miraculously transform a woman into a Disney princess right before the marriage scene. I hope that this is not news to anyone. If that message exists, it’s that little blip at the end of the advertisement that offers a polite and somewhat shyly proposed suggestion to the question asked earlier in the ad.

It could be worse—you could have ads telling you to save water by group showering, which implies that attractive members of the other sex will only (but eagerly) agree to if you use their product.

Accepting that this is an advertisement, the question you should be asking yourself should be, “Does this video make me want to go out and buy Dove on my next jaunt to the groceries?”

How you answer that is entirely up to you.

However, in the mean time, I’m sure that there must be a place out there where we can find articles about real women sharing real stories about their real experiences and epiphanies with beauty; not just beauty of the flesh, but inner beauty, dare I say “true” beauty.

If only we could find such a place.


KevinMacku2Kevin Macku is a fledgling yogi in the body of a 20-something who has held a number of scandalous love affairs with words. His bachelor’s degree is in dramatic performance, and he has appeared in local stage and film productions in the past few years. Since graduation, he has found himself in the middle of a spiritual revolution, and has set about recording what he can for posterity. Like his writing? Follow him on Facebook and Twitter!




Like elephant Culture on Facebook


Ed: Kate Bartolotta


About elephant journal

elephant journal is dedicated to "bringing together those working (and playing) to create enlightened society." We're about anything that helps us to live a good life that's also good for others, and our planet. >>> Founded as a print magazine in 2002, we went national in 2005 and then (because mainstream magazine distribution is wildly inefficient from an eco-responsible point of view) transitioned online in 2009. >>> elephant's been named to 30 top new media lists, and was voted #1 in the US on twitter's Shorty Awards for #green content...two years running. >>> Get involved: > Subscribe to our free Best of the Week e-newsletter. > Follow us on Twitter. Fan us on Facebook. > Write: send article or query. > Advertise. > Pay for what you read, help indie journalism survive and thrive—and get your name/business/fave non-profit on every page of Questions? Send to [email protected]


11 Responses to “In Defense of Dove. ~ Kevin Macku”

  1. Jewels says:

    "…stop using your perceived beauty—or lack thereof—as a crutch; you are more than your body."

    I've yet to meet a woman who isn't critical of herself in one way or another, and I believe the ad is a wakeup call for those who've been asleep. Young girls grow up seeing the norm as 90 lbs, 5'9" with high, sallow cheekbones. If they don't fit the ideal, how can they not grow up with a warped perception of themselves? Seems that at least this campaign is attempting to increase women's awareness of inner beauty and self-perception. Feminists are definitely allowed to feel beautiful.

  2. I loved the ad and I'm definitely a feminist. I teach women every day that have wildly misguided perceptions of themselves, yes beauty comes from within but it can also be explored, enhanced and enjoyed with shoes, make up and even disney dresses! I dont believe the subliminal message in the video is to be white and thin its just trying to demonstrate just how negatively most women regard themselves in some way. We have to take responsibility and stop judging ourselves first if we truly want change. And it didn't make me want to buy Dove it just made me want to remind the women in my life how fabulous they are!

  3. margo says:

    This is an absolutely ridiculous article. Read some books on the history of sexism and racism, and then come back to us. I cannot say this strongly enough: YOU ARE A WHITE MAN. You have privilege. You do not understand. I actually find this article just as offensive as the advertisement.

  4. Olivia says:

    Please, dear white man, tell us your thoughts on what feminism is and whether or not major corporations are upholding white standards of beauty. Your voice has really been missing from this conversation.

  5. kmacku says:

    What do I not understand?

  6. margo says:

    I'm sorry I came off a little harsh. I do appreciate your sentiments at the end of the article. It's just that I know how important it is to challenge any conception of conventional beauty, especially if it focuses on thin, white women and comes from a for-profit company. I would have been just as upset had it not come from a capitalistic venture. I'm sure we all want a conception of beauty that, as you say, focuses on inner beauty and doesn't involve skin bleaching, damaging chemicals, etc. If we want to be good allies in the effort to get there, we have to listen when "multiple people from unrelated backgrounds would have had the urge to share their similar feelings independently—and so eloquently." Feminism is about respecting diversity, and part of that is trying not to silence it. So: thank you for being part of the dialogue. Just try not to silence anyone in it.

  7. michellec433 says:

    Did anyone not notice there was a dark skinned woman in the actual video? Am I the only one who saw this? Yes, it is an ad and yes, some of the main people who speak are white. But you know what? Everyone is beautiful and that is what the core of this whole thing is about. We spend our whole lives (both men and women) tearing ourselves apart because we aren't [insert body, mind or spiritual issue here]. WE are responsible for ourselves. Not the media, not your parents, not your friends, YOU ARE RESPONSIBLE!!!! You have the choice of what you think of yourself. You have the choice of whether you will give into fear, self doubt or negative emotions. Stop blaming others for what you are doing to yourself and take responsibility for your actions. You don't have to do anything the media tells you to do, you are aware and have a choice. Love yourself, that is the message. Instead of back-lashing, maybe you should take the advice and meditate on it for a bit and see why you're so angry? Just a thought…

    I love this article by the way, very well written and I could not agree more. Thank you for this. 🙂

  8. Sakhila says:

    That's a nice thought. Except that the message is, love yourself–but only if you have a thin jaw. Love yourself–but only the parts of you that conform to our society's standards of beauty. It's INCREDIBLY irresponsible of us to create a society where children (mostly female!) grow up judging their beauty, often literally killing themselves over it. Our cultural neuroses are OUR responsibility to fix. When they develop eating disorders, it doesn't happen out of a vacuum. It happens because we told them their self-worth was based on their physical beauty. We need to open our eyes and try harder.

  9. michellec433 says:

    Yes, but that is still blaming everyone else and causing the whole victim mentality. You still have the choice of whether you believe it or not. Just because someone tells you to go jump off a bridge doesn't mean you are going to do it. That's why we have choices and it is up to us to make those choices with out blaming others for them. That's what honesty and loving ourselves is about. Again, I would like to point out that people wouldn't nearly be as upset if it wasn't a Dove commercial I think.

  10. elishagayhidalgo says:

    I've seen the dove commercial and read the other article claiming it to be anti feminist. I don't see it that way, I viewed is as a scenario pointing out to people, in this case women, that we seem to think we are less beautiful than how others perceive us to be. We can't rule out the reality that women = beauty, ever. part of our femininity celebrates the beauty of being a woman. The point here is sometimes we tend to put a very high standard in beauty. The message here is We Are All Beautiful creatures period. leave it at that. Feel beautiful inside out and always feel good about yourself!

  11. Weight loss has many health benefits, but not everyone sees these benefits due to mistakes. There are many mistakes that people make when it comes to weight loss, with most resulting in failure, and some even resulting in personal injury. To avoid making these mistakes when you try to lose weight, follow the tips in the following article.