making a difference with social marketing
by Nedra Kline Weinreich
About Nedra Weinreich
Nedra is a consultant, author and speaker who uses social marketing to promote health and social issues for nonprofits and public agencies at Weinreich Communications.
We women are awful to ourselves. A man sees an attractive woman walk by and instinctively thinks about sex. A woman sees another woman walk by and she automatically compares herself to the other, often in a negative way -- who is prettier, slimmer, has nicer hair, has better fashion sense? We can usually find something "wrong" with the other woman to make ourselves feel better -- she has a little roll of skin hanging over the top of her low-cut pants, her teeth are crooked, her roots are showing. This negative self-comparison is especially true when looking at pictures of celebrities or models, but it's harder to find the compensating imperfections in the professional photos (that's why the National Enquirer and other checkout line tabloids are so popular - they show you what the celebs look like when they are being "real people" without makeup and airbrushes).
And this is why I'm fascinated by the latest entry in the Dove Campaign for Real Beauty, a short time-lapse film that shows the transformation of a somewhat plain everywoman to a gorgeous billboard model through makeup and Photoshop. I've watched it several times and find it reassuring to be reminded that the manufactured images of perfect beauty that surround us are not real -- we cannot and should not compare ourselves to those pictures.
And beauty is such a cultural construct. The Dove campaign in China is quite different than in the US. Compare the women on this billboard in Shanghai (as photographed by Brian Sack of the humor site the Banterist, whose series of China travelogue posts was gut-bustingly funny and worth checking out)...
...with the American version:
Notice anything different about the Chinese "real women with real curves"? Chinese women must have a very different perception of what is beautiful and what is unattractive, assuming the campaign was coming from the same angle as the American one. But the Chinese campaign is enough to make even slim American women feel inadequate all over again.
Great post, insight and comparison. I read some of the comments and I understand that what the Chinese are grappling with is not "thinner" but "whiter".
Interesting, eh? Amazing how everyone wants to be what they're not when, in fact, they're so beautiful. We have a long way to go here but I'm proud of Dove (and Italy and Spain for turning away 30% of the models from fashionweek as they were just "sickly").
Thanks, Roger, Ann and CK. Very interesting that the issue in China is white skin. Beauty is such a culturally-based value. CK, I enjoyed your article about the campaign at MarketingProfs.com as well.
I am afraid you have misjudged the content of that billboard. That billboard is not part of the Campaign for Real Beauty. Rather, every single woman in that billboard is a Chinese film celebrity, including Sylvia Chang and Shu Qi. It is the opposite of the campaign in a sense, because these are the women Chinese female routinely compare themselves to.
The Campaign for Real Beauty (simply called "For Real Beauty" for legal reasons) stays away from the "fat or fabulous" theme and challenges other standards of beauty such as having small breasts (see this image-- http://gsides.typepad.com/g_sides/images/naruchol2_2.jpg), having short hair, having grey hair, and having a boyish figure. For more information see http://thechinaventure.com/?p=63
If the greater part of America is overweight, then of course the models in the Dove commercial in America are going to be heftier than those seen in China, where obesity is not so much a problem.
American women are way fatter than Chinese women on average. Whether this has to do with genetics or diet, I'm not sure, because I see very few fat Asians compared to fat people of other races. I've been to China three times and was very hard pressed to find people, notably women, as fat as they are in America. Very few Chinese women have trouble with their weight, they're naturally skinny.
Also, the ad for "real beauty" is hardly so. The women there look normal, not curvy. Their bellies don't extend over their waists at all, most guys would hit that as soon as, if not faster than, they'd hit rail-thin supermodels. If those women were true representations of what "real curves" were in America, at least one of them would be a BBW.
actually the ad kind of depicts the average chinese womens body , they are naturally small sised , you rarely come across obese chinese women unlike in the case of americans . probably due to diet and genetic differences
this blog topic is retarded. this is fucked up. this is stupid especially for an adult woman. this is coming from a 16 year old boy. oh and thank you because i'll be using this on our television show. your beauty info that is. but on my opinion on your blog its retarded. you're comparing two completely different nation's beauty/size/diet/and skin. America is full of different color sizes and height. that is were you get diversity. china has mostly similar people because its not as diverse. you can do the same to europe and its only white people of the same size. unless you throw in a fat white girl. the chinese diet has remained almost the same for centuries even with industrialization. so thier bodies dont bulge out like some american women. are you understanding this? america = diverse. anyother nation = same. america = full of immigrants and different number of generations of races. anyother nation = the same...
Wow, such an angry young man, Kevin. I'm looking at the differences from a marketing point of view. Of course the body types and levels of diversity are different - I'm commenting on the divergence in how Dove is marketing the same products in the two countries. I'm not sure what's gotten you all worked up.
Wow, how ignorant. Of course, I'm Canadian and living near a large city which is completely devoid of the amazing cultural diversity of redneck America, which is apparently where this gentleman is from. *rolleyes*
As for the ad, the American one is a step in the right direction. Those women are all still beautiful though, and quite smaller than the average woman. Tha being said, it's a large corporation and the primary goal is still going to be making money.
Dove's got a long way to go. These women just have bigger thighs, but they're still models. They would never use a woman like this even though her shape is perfectly common, because she doesn't have a flat stomach. It's all about marketing. If they think someone will buy it, they'll sell it.
We in politically correct america (yuck) always make excuses for obesity, we also look down on other countries and cultures that are not like us. america is the ignorant one with too many obese people. I have been to China, they do not live the narcissistic lives americans do who continually stuff their faces China owns the usa especially when it comes to women....
Yeah! Even here in the Philippines, Dove is very popular. I don't want to use it before my mom buys a dove and I try it and it does really moisturize my skin.
I think that the chinese ad may not be that far off from the average chinese woman. My mother can only wear petite clothes here, but she could only fit into above average size clothes at China. Though, I do admit that I like the american dove ad better because it implies beauty can be found everywhere. I just don't think that obesity is a related topic to the dove ads.
Hay, what I notice is that the one for Asian women is fine for them,most of them are small anyway. The one for American women is much more interesting. I like all the various races of women and sizes of women. I am however reminded that as an African American woman only the pinkest and whitest looking woman with the blond hair gets the space and is not all crunched together. You go dove , keep up the stereotypes.
This is just silly. Women in Asia are quite simply thinner than they're made here; it's a fact. Maybe not made, but grown... American women are too damn fat and getting fatter, and there's much less of an issue with women being too thin than being too fat. I say, put the standards where they're needed... Dove doesn't need to show a bunch of bulky thuggish ladies in order to cancel out the image issues of a few overweight, ugly, shortening/aspartame/MSG/preservative-gobbling girls.
"america = diverse. anyother nation = same. america = full of immigrants and different number of generations of races. anyother nation = the same"
Wow, Kevin, your opinion is so ignorant that I am in disbelief. I am a 23-year old male from Britain, and I'm half Japanese, so I have darker skin than white Britons. But especially in London and other large towns such as Birmingham, Glasgow and Manchester, there are millions of British people who are not white.
France has millions of people of Arab ethnic origin. Germany has millions of Turkish-Germans, Brazil has millions of ethnic Japanese, Italian and German Brazilians.
You need to get it out of your head that America is somehow fundamentally different from the rest of the world. Otherwise you will get a shock when you finally leave the borders of the USA. The USA is a single country, like Canada, or the UK, or Botswana. It's not some sort of pinnacle of diversity, as you seem to make it out to be.
Not to mention the fact that even within China there are over 50 different recognised racial minorities. Mongolians, Uyghurs, Hui, Kazakhs, Han Chinese, Tibetans, among others, and they all have different genetic characteristics.
A male admission: Men are programmed to be sexually aroused by curvy women with some fat on their bodies to nurture the child in case of draught etc. For curves you need to be active, physical heath is necessary to run away from danger. This is the only kind of body that arouses me.
A male admission: Men are programmed to be sexually aroused by curvy women with some fat on their bodies to nurture the child in case of draught etc. For curves you need to be active, physical heath is necessary to run away from danger. This is the only kind of body that arouses me.
Some people have been very rude in their comments, but I have to agree with those that mentioned how the chinese have different body structures. If you go to China, you will not only notice how, on average, Chinese people are much thinner than Americans, but how they're also shorter and their bone structure is smaller.
It's not fair to either Chinese or Americans when you compare the two ads, because it's two very different cultures with different backgrounds and traditions. I'm Chinese and considered fit in Canada, but when I visit China, I'm called 'stout', a nicer name for chubby.
About how white skin is considered beautiful in Chinese culture; we tan easily. In years past, all the peasants worked under the sun all the time, so they had very brown skin, while the aristocrats and rich people didn't have to work, and thus had white skin. Obviously, people all wanted to have whiter skin because they wouldn't look like peasants, and that appearance is still the ideal today.
This wasn't a bad or racist post, unlike what some people think. I can see why a non Chinese person would come to this conclusion.
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Thanks for sharing the Dove "face-changing" video. It's quite eye-opening. No wonder so many woman have self-image issues.
Roger
Interesting, eh? Amazing how everyone wants to be what they're not when, in fact, they're so beautiful. We have a long way to go here but I'm proud of Dove (and Italy and Spain for turning away 30% of the models from fashionweek as they were just "sickly").
The Campaign for Real Beauty (simply called "For Real Beauty" for legal reasons) stays away from the "fat or fabulous" theme and challenges other standards of beauty such as having small breasts (see this image-- http://gsides.typepad.com/g_sides/images/naruchol2_2.jpg), having short hair, having grey hair, and having a boyish figure. For more information see http://thechinaventure.com/?p=63
and only china?
Also, the ad for "real beauty" is hardly so. The women there look normal, not curvy. Their bellies don't extend over their waists at all, most guys would hit that as soon as, if not faster than, they'd hit rail-thin supermodels. If those women were true representations of what "real curves" were in America, at least one of them would be a BBW.
cheers
harry
~Kevin
Wow, how ignorant. Of course, I'm Canadian and living near a large city which is completely devoid of the amazing cultural diversity of redneck America, which is apparently where this gentleman is from. *rolleyes*
As for the ad, the American one is a step in the right direction. Those women are all still beautiful though, and quite smaller than the average woman. Tha being said, it's a large corporation and the primary goal is still going to be making money.
-krisha-
Wow, Kevin, your opinion is so ignorant that I am in disbelief. I am a 23-year old male from Britain, and I'm half Japanese, so I have darker skin than white Britons. But especially in London and other large towns such as Birmingham, Glasgow and Manchester, there are millions of British people who are not white.
France has millions of people of Arab ethnic origin. Germany has millions of Turkish-Germans, Brazil has millions of ethnic Japanese, Italian and German Brazilians.
You need to get it out of your head that America is somehow fundamentally different from the rest of the world. Otherwise you will get a shock when you finally leave the borders of the USA. The USA is a single country, like Canada, or the UK, or Botswana. It's not some sort of pinnacle of diversity, as you seem to make it out to be.
Not to mention the fact that even within China there are over 50 different recognised racial minorities. Mongolians, Uyghurs, Hui, Kazakhs, Han Chinese, Tibetans, among others, and they all have different genetic characteristics.
Wow. Just so.... ignorant.
It's not fair to either Chinese or Americans when you compare the two ads, because it's two very different cultures with different backgrounds and traditions. I'm Chinese and considered fit in Canada, but when I visit China, I'm called 'stout', a nicer name for chubby.
About how white skin is considered beautiful in Chinese culture; we tan easily. In years past, all the peasants worked under the sun all the time, so they had very brown skin, while the aristocrats and rich people didn't have to work, and thus had white skin. Obviously, people all wanted to have whiter skin because they wouldn't look like peasants, and that appearance is still the ideal today.
This wasn't a bad or racist post, unlike what some people think. I can see why a non Chinese person would come to this conclusion.