Do the Dove models actually lower women’s self esteem?
Dove launched a much vaunted, well publicized campaign last year that replaced the typical models in ads with a set of several more Rubenesque ‘Real’ models. The move was designed to “change the status quo and offer in its place a broader, healthier, more democratic view of beauty.”
In addition, Dove launched “The Dove Self-Esteem Fund” to reduce “introversion (I am simultaneously amazed an offended that they are attempting to manipulate an inborn genetic trait), a withdrawal from normal life, and a waste of potential.”
While that may be a noble calling (except for that introversion thing), a new study calls into question the effectiveness of their strategy.
The study reveals that, contrary to what many believe, looking at moderately heavy models made the women focus on how heavy they felt, but looking at moderately thin or extremely heavy models actually increased the women’s self-perception of thinness.
You can go too far however; when the women in the study viewed extremely thin models, they felt the same as when they saw the moderately heavy models.
The take-away for Dove: Go back to the regular models or super size your larger models because they just aren’t big enough.
Interestingly, the models seem to have all but disappeared from the front of Dove’s site to be replaced by young girls with ‘damaged’ self-esteem. All destined, I’m sure, for a life of introversion.
[tags]studies,self esteem,models,introversion,Dove [/tags]