Dove has been running “Real Beauty” ads for more than a decade. Their agency Ogilvy in Toronto cam up with a pretty dope hack/secret weapon to raise awareness with photo re-touchers, art directions and designers to reconsider the messaging that they and their clients are promoting by thinning, coloring and generally adding or subtracting to women’s bodies for benefit of advertising to the masses.
By disguising a desirable Photoshop action in popular blogs Dove has seeded it in a way that folks will download it for their work. What appears to be a skin “glow” or brightening action actually reverses all previous manipulations and reverts images back to their original state and posts a layer of messaging about why they’re doing this. Clever hack for their cause.
Hey! Go to Dove’s website and look at all the fat ugly people they chose for their photos! Oh, wait…there are none.
LAME. Chase, you are perpetuating the concept that what the cam sees is in fact reality, a point we all know is bogus.
Interesting …
First, someone alters reality in order to sell a false image.
Then, someone else creates a false image in order to restore reality.
Methinks, some ethical discussions need to occur here.
John
Beware of the of the message or messenger…institutions want us to believe their intent is pure but it is an illusion. Laughable that they care so much about a retouched photo. Lets focus on the ingredients in their products or the propaganda they spew to the general public.
This is a typical scam ad, that the agency created with the sole purpose to win awards.