GRSJ 300 CULTURE JAM ASSIGNMENT

Recent society has been more aware and vocal about social issues such as racism and women discrimination. Many people have started supporting racial diversity and women empowerment as they think it is the right thing to do. This awareness has been spread to the marketing strategies as well. Certain companies have been using such conflicting issues only to promote their products and lure customers, who believe that the company is truly supporting the good cause; however, when in fact, these companies are doing it for their own goods.

However, the customers who believed in their “vision”, definitely have been mislead, as Dove had created multiple controversial ads previously. A good example is their advertisement from 2011 Dove’s VisibleCare for their body wash. From the first glance, it may have seemed like Dove had successfully incorporated models from diverse backgrounds. Nonetheless, a closer look at this ad will tell us something completely different as the placement of the models is very questionable.

As shown in the ad, there’s a “before” and “after” label. The problem is the placement of the models right in front of the ad.

The black woman is placed in front of the ‘before’ image, presumably a Latina woman in the middle, and a white woman in front of the ‘after’ poster. It seemed as if Dove is implying that your skin will transition from a rough, dirty, dark skin tone to a smooth, clean, light skin tone as you use this product, and implying that “white” beauty is the standard all women should aim for.

Keeping Dove’s vision in mind about raising women’s “self-esteem and realize their full potential”. It seems as if Dove’s implying that by using this product, the black woman could eventually become a white woman who has full potential and high self-esteem.

I find it odd how Dove did not include an Asian model in this advertisement as their vision stated that they want to “help women around the world”. I assume Asians were not part of Dove’s targeted consumers and implies that Asians don’t speak English as this is an English ad. This advertisement did not align with their vision as they only include a small demographic range of women. 

My Jammed Version

In my jammed version of Dove’s advertisement, I want to bring attention to the absurd idea of how the advertisement creators thought the placement of the models was a good idea, as well as bring racism to light as it may be overlooked by some audience who do not look into the underlying message.

In the jammed advertisement, I replaced “Visibly more beautiful skin from the most unexpected of places –  your shower” to “Visibly more beautiful skin with the most unexpected product – bleach”. The idea of light skin is more superior or more appealing is appalling to me. This idea of wanting lighter skin tone is also evident in Asia as well. 

Asians tend to cover themselves up with long sleeves or use umbrellas whenever the sun’s out, preventing getting themselves tanned. Advertisements in Asia tend to use light skin models as well, so it is evident that the desire to have lighter skin tone is universal. People are brainwashed by advertisements, how light skin equals beauty. This may bring discomfort to people who have darker skin tones and this is where segregation comes in. 

With my jammed version of Dove’s advertisement, it shifts the focus to racism as opposed to the actual product Dove’s promoting, the body wash. 

My jammed ad may seem absurd to people but that is what the original Dove ad is implying. Women of colour would buy whitening skin care products because of this ridiculous idea that these companies are brainwashing consumers into thinking lighter skin tone will make you more beautiful and more desirable. Beauty comes in many different forms, and advertisements should emphasize that.

image taken from: https://www.today.com/style/dove-body-wash-ad-stirs-controversy-flna1C8368826