Last week, while scrolling through social media, a woman named Sarah Lee encountered a Dove advertisement that made her stop and question the message being conveyed. The ad featured a black woman in a brown shirt who, upon pulling it over her head, revealed a white woman in a white shirt underneath. This imagery sparked a debate on platforms like Good Morning America, with many wondering if it implied that “lighter is better.”
Sarah commented, “These ads send subliminal messages to young girls that their darker skin isn’t beautiful enough, that they need to be ‘cleaned’ or ‘purified.’ It’s a tone-deaf message…” And it turns out, this isn’t the first racially insensitive ad Dove has released.
Critics on Twitter highlighted the long-standing issue of racism in soap advertisements, further complicating the situation. In response to the backlash, Dove released an apology on Twitter that felt inadequate. It raised questions about how such a problematic ad could pass through multiple layers of approval without anyone speaking up. One has to wonder if there are any diverse voices in Dove’s decision-making process.
Sarah pointedly stated under the ad, “You really should consult a person of color in your company for feedback. What does this ad really say?” Dove’s initial defense was that the ad promoted the benefits of their body wash for all skin types, but that response missed the mark entirely.
It’s crucial for brands to heed the feedback from people of color when they express concerns. Sarah provided Dove with insightful suggestions on how to improve the ad’s messaging, such as rearranging the order of the women and incorporating a broader spectrum of skin tones to convey inclusivity more effectively.
This incident is even more disheartening given Dove’s history of using women’s struggles with self-image to market their products. Remember their “Are You Beautiful or Average?” campaign?
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In summary, Dove’s recent advertisement has sparked outrage for its tone-deaf implications regarding race, leaving many to question the brand’s awareness and sensitivity. The company’s response and apology appear insufficient, underscoring the importance of listening to diverse perspectives in marketing decisions.