Monday, 19 March 2007
Those Dove Commercials…Again
Three or four weeks ago, I published a story about the new Dove print ads and commercials that feature women of all sizes who are older than 50. “Pro-Age” is what Dove calls this line of products to counter, I suppose, the “anti-aging” industry which concerns itself with the pursuit of eternal youth.
When I first saw it, the commercial struck me as a good step toward possibly making older women more realistically visible – although I don’t disagree with donna from Changing Places blog who left, in part, this comment:
“Heck, this society has such a phobia about nakedness in general that we have no idea what anybody actually looks like.”
And now comes ell, blogging about the ads from Canada at the pomegranate tiger with this piece of news:
“I saw the aforementioned ads on TV. I was impressed. They were beautiful and tastefully done. And yes, the women were naked…”
“…to my utter dismay and absolute disgust, I found out that these tasteful ads have been banned from US television because of the nudity.” [emphasis added]
Now how did I miss that? More important, how is it, as ell points out in her story, that we are shown all manner of gore on television every day along with video of panty-less celebrities getting out of limousines, simulated sex that leaves nothing to the imagination and my latest favorite, actresses portraying supposedly serious attorneys on courtroom dramas with décolletage down to their navels – but these attractive, older Dove women are censored?
The Dove models display no more of their bodies than the lingerie models in Victoria’s Secret commercials which are deliberately produced to exude maximum sexual titillation. There are only two differences between the commercials in the pictorial portrayal of the models: no underwear is showing in the Dove spots and the Victoria’s Secret models are young.
Which leaves one to wonder what the people who rejected the Dove commercials are really censoring.
On the other hand, I can find no announcement or news reference to the banning of the commercials by television networks, and there are only a couple of obscure stories on the web about some family and women’s groups calling for a ban. But, a video about the making of the commercial at the Dove website where the commercial is also available for viewing, states in a voice-over, “See what you can’t see on TV...” So maybe the banning idea is just a clever marketing ploy by Dove.
If so, it seems to have worked quite well.