There’s a new real beauty advertising campaign on the rise by American Eagle apparel’s lingerie line, Aerie. Its spring 2014 advertisements will not be featuring Photoshop retouched images. (Cue happy dance.)
Aerie seems to be taking their lead from Dove’s Real Beauty campaign who took a risk and cannonballed into the deep end of the body image pool 10 years ago, and fortunately surfaced with numerous viral advertisements that are changing the way women view themselves.
What makes Aerie different? It’s young. Founded in 2006, Aerie is aimed at the high school and college female demographic. Females between the ages of 15-21 are the most impressionable when it comes to their sense of body image and these self-opinions are often dictated by what is seen in the media.
Aerie hopes to make women feel confident about the body they’re rockin’ and is asking them to participate by tagging photos of themselves using the hashtag #AerieREAL. Because “the real you is sexy.” (oh, snap!)
Though the ads still feature beautiful girls with model-like features: hourglass figures, legs-for-days, blemish-free faces, it still beats the alternative where images are digitally sculpted and shaped by the strokes of an (air) brush.
What do you think about Aerie’s real campaign? Good idea? Bad idea? Marketing ploy?
Dove does it again. With only 4% of women around the world thinking they are beautiful I believe this video did its job to promote positive body image and prevent self-hate.
This video tugs at the heart strings and shows that we are our toughest critiques.
Dove took a trained FBI forensic artist to sketch portraits of the women, who were hidden behind a curtain, based on their own descriptions of their facial features. The second part of the experiment was to have others describe those same women and compare the portraits side-by-side. The differences were alarming. Often the portrait where the woman described herself was darker in shading, had poor or closed off posture, and was older than the actual woman in real life. The portraits where others described the woman were lighter and vibrant, younger, and in my opinion more accurate of the actual woman.
Now I want Dove to do this campaign with younger girls around five or six years-old, super models and shoot why not go for it all and do this experiment with men?
Today I want each of you reading this (yes, you too guys) to stop the self-hate and start to realize that you are beautiful. Let’s beat the statistic. Positive thinking is powerful and how you view yourself affects how others, in all aspects of your life, view you. So make the promise to yourself because you deserve it, because you are beautiful, because you are you!
Repeat after me: I am beautiful!
I can’t hear you!: I AM BEAUTIFUL.
Oh yes, yes you are! Git it girl!
Dove Canada’s recent ad campaign by Ogilvy Toronto used reverse psychology of sorts to inform those graphic designers, photo editors and art directors, who are responsible for copying, pasting, shrinking, deforming, whitening images what Real Beauty really is. In order to get straight to the source of the problem, said editors, Dove packaged their message to in the form of a Photoshop Action, a downloadable file that applies an effect with a single click. They created their “Beautify” Action that appeared to add a skin glow effect and planted it on websites that these creatives already visit. However, it reverted the image they were applying this “glow” to back to its original pre-altered state. Genius….though I suppose a bit misleading. Ok, ok a lot misleading.
Advertisements, magazines, “get skinny” websites, and social media networks like Pinterest are often the sources of what we as females, and males for that matter, view as beautiful. It’s everywhere! We are suffocated daily by these images and sure, we understand this celebrity or that model are apart of this fantasy world when we’re flipping the pages of a magazine or scrolling endlessly on our computers. But we are often left standing in front of the mirror naked going “wait, where did that dimple come from and when did that zit decide to rent space on my face?” It’s bonkers, and it makes me mad. Hmph.