What Were They Thinking?

[ToraToraTora]

http://www.bbc.co.uk/newsbeat/article/41542818/dove-apologises-for-racist-facebook-advertising-campaign
In these days of hysteria, and PC over reaction to the slightest transgression from the "correct" view on any given subject, not to mention the gazillion critics of anything that could remotely be considered "ist" in any sense how could anyone think this is is ok? How could it make it to "air"?

[naomi24]

^That was in response to SP's post.

[sp1814]

-Talbot-

Dove released a statement which the imagery was supposed to demonstrate the "after" benefit of the product, and that they do not condone any activity or imagery that intentionally insults any audience."

The full advert (which I've only just viewed) actually shows the white woman taking off her top to reveal an Asian (or possibly Latino) woman underneath, which to my view subverts any notion of racism on the part of the advertiser.

Still, it's an incredibly muddle-headed campaign. What the 'after benefit' of the product is, is anyone's guess.

It doesn't make sense.

[sp1814]

naomi24

The cynic inside me is whispering that Dove knew exactly what it was up to, and their advertising agency knows that increased brand awareness will offset any negative publicity, because their market research has shown that only a tiny number of women will boycott the brand, compared to those who might try it due to the volume of free publicity it will receive because of this.

Pure guesswork on my part.

[naomi24]

SP, you could be right. I suppose for a rotten product any publicity is better than none.

[bhg481]

I think sp1814 is absolutely right. Psychologists discovered a long time ago that people prefer to buy products whose brand name they are familiar with, hence the Specsaver-type ads ("Have you seen the latest Specsaver ad?"). We've spent a day here on AB discussing this advert; that must be success.

[-Talbot-]

Did Dove post the image on Facebook that is in the BBC link, or did they post all the advert?
If they posted all the advert, why did the BBC only show the pic of the white woman and the black woman?

It is still a crap advert and the most probable reason for it is the 'There is no such thing as bad publicity' angle.

[youngmafbog]

And that is the problem Talbot.

Media appears to only be showing the balck lady morphong into the White lady. They fail to then show that the ad shows the white lady morphing into an Asian lady.

Go figure.

[Just-Jude]

Michael Jackson was a big fan of Dove before he died.

[ludwig]

// The cynic inside me is whispering that Dove knew exactly what it was up to, and their advertising agency knows that increased brand awareness will offset any negative publicity //

You may be right but it didn't work that well for Benetton or Ratner.