Recently, there has been a lot of hype about one of Dove's latest videos promoting "real beauty." If you have not already seen it, you can view it
here.The gist of this video is that when it comes to defining beauty, women are often their own worst critics, and that others view them more beautiful than they themselves do. That is such a great take-home message, right? Almost everyone would agree that women (and people in general) should be kinder to themselves when it comes to rating their self attractiveness.
When I first watched this video, I liked it-I'll admit that. I liked it because I agree that people are too quick to be hyper-critical of themselves. As much as I liked this message, I couldn't bring myself to post it on my facebook and pass it on. Something about the video felt just a little off... so I didn't share it. After giving it a few days, reading a few
other people's critiques of the video, and re-watching it, I was able to peg-down why I felt uncomfortable sharing it. I felt uncomfortable with the ad because with a more critical eye, more than just the warm-fuzzy messages can be seen.
The major qualm I have with this ad is that it has defined beauty as a physical characteristic--only. Think about it, the whole message revolves around how people look--how they see themselves and how others see them. Those perceptions then are what the producers use to define "beauty." Perhaps I am the only one who has a problem with the way I look being the only factor that counts when determining my beauty. I, for one, would like something of more subsistence to count. Say, perhaps, my integrity, reliability, kindness, intellect, or any other character trait that I actually have control over. Rather than defining my beauty by how many wrinkles I do or don't have, by how thin I am or am not, I would prefer to have my beauty defined by the content of my character. But that's not what this short Dove movie is telling people. It is telling us that the only thing that matters is what's on the outside-and how that is perceived by yourself and others.
Perhaps you are reading this thinking, "you are reading way too far into this ad. You're finding things that aren't really there. Dove's message is not that physical beauty is all that matters." To those of you who may be thinking that, perhaps you are right. But this direct quote from the movie has lead me to believe otherwise. It comes from the main character of the clip. "I should be more grateful of my natural beauty, It impacts the choices and friends we make, the jobs we apply for, how we treat our children: it impacts everything. It couldn't be more critical to your happiness." Whoa. That's quite a claim. Being aesthetically beautiful is going to affect every aspect of your life, including how you treat your children? I don't buy that. I also don't buy that looking a certain way will make me happy. So no, I don't think that physical beauty is critical to my happiness. I know plenty of people who are far from what society considers "traditionally beautiful," who are extremely happy. Either these people didn't get the memo that they need to look a certain way to be happy or this Ad is feeding us a lie.
While the Dove Ad has a nice message on the surface, a more critical eye uncovers some major flaws. I implore others to become more aware of what messages are being sent to you-become media literate! And lastly, remember this: women, you don't have to look a certain way to be happy, or to be beautiful. Your beauty consists of much more that physical attributes. Please do not buy into the lies.
