Monday, 1 October 2007

Dove Pro-Age...Pro-Marketing or Anti-Marketing?

I came across this Dove ad in the Sunday Age Magazine. As much as I like Dove's approach to advertising and beauty, I am in two minds about this ad.

Right off the bat, the Ad gives off the anti-marketing message and feel that Dove Ads have now become famous for. Showing natural, beautiful, "normal", non-traditional models has become a hallmark of Doves "Attainable Beauty" Advertising.

She’s an older woman, beautiful, but with the obvious natural beauty flaws that come with aging. The photo works well with the tagline "too old to be in an anti-aging ad?” Its show natural beauty that doesn't conform to traditional marketing and media views of attractiveness and body image. It fits in great with Dove's Anti-Marketing message.

But then some idiot, some lame copywriter, has ruined the overall feel with the end tagline (below the picture) that reads, "but this isn't anti-aging. this is pro-age. a new range of skin and hair care from dove. beauty has no age limit"

Give me a break! That ruins it. That tagline treats readers like idiots. It comes across as tricky, unauthentic and lame. Don’t' come at me with an anti-marketing message, just so you can slip me the "true" marketing message. This isn't Anti-marketing, Dove. This Pro-Marketing!

Am I overreacting? Perhaps. Does dove care about my views considering that I am pretty certain that I'm not their target market? Absolutely not? Go and and see some of Dove's other Ads (which are generally great) and let me know what you think of this one in comparison?

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