Thursday, November 15

Dove (D)evolution?

Business Week writes: "The beauty company says it's helping improve young women's self-esteem, but its much-lauded ad campaign may not be sending the right message." The idea here is that the commercials are still encouraging us to judge the girls.

Truly empowered girls (and yes, this time we're talking about young females) should be allowed to want to change parts of themselves and you're not allowed to tsk your tongue or accused them of being fashion victims just because they want their appearance to represent them differently. It's like negative peer pressure versus actually giving girls a positive and constructive message.


This opinion is held by The Girls of 3iYing - members of the strategic think tank that helps mass-scale brands become more relevant to new millenium girls. Founded by Heidi Dangelmaier, 3iying has contributed to everything from ground floor product development, branding, commercial storybarding, to interactive application design.

It smells like teen marketing...

Heidi writes: "But could Dove have done it better? Yes, by not reinforcing the age-old bias that says girls are weak."

This is so reminiscent of the Harper / Oda doublespeak on women's equality in Canada that preceded the erosion of child care, the court challenges program, women's advocacy, lobbying and research

Getting young women to assist the capitalists with branding and marketing empowering!!


Want more info on Heidi's "empowered girls"? Check out their Flip It is a series of videos like:

Who's to blame for rape?
Are you saying pregnancy is ugly?
What girl wouldn't enjoy a guy staring at her boobs?
Are you using sex to sell to 10-year-olds?
We only wash our hair to impress our ex
Laptops- just make it pink and leave it on the beach
and last but certainly NOT least: we don't want to subject our boyfriends to it either.

1 comment:

Anonymous said...

I'm confused are you for or against 3iYing?

If you are against them, I cannot figure out why. :/