Final Paper
I also wrote a paper on the Dove Real Beauty Campaign.
Borrowing theory from Judith Butler, Susan Bordo, Sandra Lee Bartky and Laura Mulvey I was able to argue that the Dove campaign is working to perpetuate a heteronormative society, stressing the importance of a conscious consumer and target market.
Though I am a fan of the Real Beauty campaign I was able to point out that it relies on the normative image of women fed to us in a heteronormative society to sell its products. Our need to be soft, tan, cellulite free and young beauties in order to be real women is exactly what Dove is selling us, just in a more inclusive way. It is a great strategy that seems to be working, I like to buy Dove products.
Unilever owns not only Dove, but Axe as well. I am sure most are aware of the Axe effect on women, we are rendered helpless sex toys in the presence of such a manly product. I used this fact to point out that the company that sells us empowering images of women is also relying on a degrading and stereotypical depiction of objectified women to market to men. Strengthening my point on the need for smart consumerism.
Reading this, I am crossing my fingers that it all came through in my paper. It was one of the more fun ones I've been asked to write.