Last week I sat down with my 10 year old daughter and watched a short video of the title. “Toxic effects” — DoveSelf-Esteem Project product. We saw five pairs of mothers and their daughters appearing in turn in upholstered chairs in front of a large screen that quivered for generations. The text “We encouraged parents and the girl to talk about social media.” Was displayed.
In the video, one mother says she thinks social media can be good or bad, and another says it can build confidence. She says one girl thinks it has had an almost positive impact on her life. Then her girl is told to start scrolling on her cell phone. The image is displayed on a large screen, with a quick clip showing a TikTok-esque influencer promoting a weird beauty hack. “Most parents underestimate how harmful toxic beauty advice is on social media,” the text says. Then, from the left fielder, “I used face mapping techniques to put very toxic advice into my mother’s mouth.” Now the five mothers appear on the screen of the movie and have grotesque recommendations. Will be digitally morphed by those who perform. How wonderful a lip injection kit at home is. How much powder can be taken to skip a meal? How to straighten your teeth with a nail file. The last toxic influencer / deepfake mom, “Skinny,” says “never ends.”
“You won’t tell your daughter that,” the text announces. “But she listens to it online every day.” Her mother is shocked and her daughters regret it. The Dove Self-Esteem Project has created a tool that parents can use to “help girls detoxify their feeds.” (At this point, my daughter, whose main use of online media is still YouTube craft videos, was skeptical of me.) This ad made viewers a page on the Dove website. Invite to. Toxic cosmetology advice on social media is said to cause low self-esteem, “says resources, including what is called a trust kit. There are also branded podcasts. Throughout this, one of the problems with toxic influencers is that posts are often sponsored and advertised. Paranoia nesting dolls begin to appear. One brand entity whispers to me how another brand entity whispers to my children.
Like many giant brands, Dove was a single product that advertised around what the product did. When I was young, dub was a “beauty bar”. His main claim was that it was a “quarter moisturizing cream” and had less dry skin than soap. But at the beginning of this century, its manufacturer, Unilever, transformed it into a “master brand” of personal care, including lotions, hairsprays and other products. A single message was sought to promote the newly diversified pigeons. The Real Beauty Campaign was announced in 2004.
It will be one of the most successful campaigns in the history of advertising. By using “real women” and “real curves”, the first famous ad featured a multicultural gag laughing in white underwear. It was very groundbreaking and got its own “Opra” episode. (Sufficient to overlook the fact that these early ads were for a series of solid products.) Dove’s sales skyrocketed, and that ad is the pink ribbon of the girl you go to for everything. Continued to build an ambitious “real” fantasy world. From fat stigma to racism to age discrimination, the norms of flesh that created anxiety. Through all of this, Unilever continued to produce diet powder Slim-Fast (until the brand was sold in 2014), whitening line Fair & Lovely (now Glow & Lovely, no longer sold as Lightning), and a variety of “anti-aging” products. rice field. Products, and of course, Ax Men’s Body Spray. The ad is so sneaky to women that it is rarely seen today.
You can no longer weaken the general aura of righteousness.
Hypocrisy is nothing new in advertising, but we’ve certainly seen an era when it’s easy to take a better line. I don’t know how Coca-Cola’s “I want to buy cola in the world” ad will be rolled out today, but when Pepsi tried what was called a “awakened” variation in 2017, Kendall Jenner Participated in the protest marching and giving police officers soda — it was an unmitigated blunder and the ad was immediately pulled. You can no longer weaken the general aura of righteousness. Taking a stance is expected to always support it in the right way, under unprecedented scrutiny.
The pigeon will experience a barrage of repulsion. One bodywash commercial faced a boycott threat to a sequence in which a black woman appeared to turn into a white woman (then turned into a brown-skinned woman; the ad was quickly pulled).Video called “Real Beauty Sketch” It was criticized for being patronized when a forensic artist portrayed a woman telling him what they would look like. When the brand unveiled limited edition body wash bottles of various shapes (slim! Round! Pear! Larger pear!), Some wondered if Dub lost that touch. Who wanted to stand in a supermarket and decide whether it was a pear or a big pear? Young consumers have shown that they want their brand to be politically involved, but the same urge is wary of blind spots and tonal errors. Since Real Beauty, Dub has been criticized for lacking “naturally lean women” and for being obsessed with beauty.
So does the “toxic effect” feel like a brand’s job to defeat the retreat from the politicized world of body positivity? The pigeon has found a way to adapt himself to virtue and anger without revealing the secrets of his own beauty. No one is on the side of the nightmare YouTuber telling teens to brush their teeth. Attacking such people is shooting fish with a barrel. But for marketing, it’s almost a genius. Adopt the right tone, without being as broad and aggressive as the megabrands want.
One of the drawbacks is that, for example, for a mother who works alone for two girls like me, we have a company that sells voluminous hair care and “proage” cream. And Instagram, or at least our children and their relationship.
Yesterday, I picked up a 10-year-old old turquoise iPod Touch to see what’s in it. She found some of her selfies she took. Not as smiling as Morticia Addams, as kids like these days. I found some talkative videos she made by drawing her own shells. She is copying the YouTuber style of her favorite craft. From time to time, she struck back with her hands with her tangled hair spread out, as people with her long nails do. My daughter doesn’t have long nails. Her favorite YouTuber is. The amount of culture ingested with this little gesture made me deficient. This was not addressed by the tooth filer’s “detoxified” feed. It was bigger: everything she sees, anytime, anywhere, the direct fire hydrant of the message-including the pigeon’s, no matter how much they want to see on it.
Source photo: Screen grab from YouTube
