Media tagged Femininity

Dove, Thought Before Action

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This 2013 advertisement is a follow-up to Dove's iconic "Real Beauty" campaign, which aimed to promote a positive body image by celebrating women's bodies of all shapes, sizes, ages, and colors. In past advertisements, the Unilever-owned personal care brand demonstrated how drastically a photo can be transformed with Photoshop. In this ad, Dove attempts to "raise the stakes" of the Real Beauty campaign "by speaking directly with those responsible for manipulating our perceptions" - art directors, graphic designers, and photo retouchers.

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Droid - Pretty Commercial

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This 2009 commercial for the Droid cell phone positions itself in opposition to the major competitor, the I-Phone. It argues that the Droid is “not a princess – it's a robot”, and that it “trades hair-do for can-do.”

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Duluth Trading Company – “Doll” commercial

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This 2015 advertisement for working wear clothing retailer Duluth Trading Company features Nora, a rancher, performing her everyday work and activities while a voiceover states, “I’m not some doll with pretty blue eyes, shining blond hair, and cute little everything. And a perfect car, and a perfect house, and a perfect blouse. Nope, I’m no doll. Just like he’s no pretty little pony.” With each statement, Nora is shown demonstrating a rancher’s version of these stereotypically valued feminine traits, such as removing work goggles over her blue eyes, wearing the company’s clothing and work gloves while loading up a pickup truck with lumber, decorating the ranch house with a head of antlers, chopping down a tree with an axe, carrying barbed wire, and working with her horse. The ad ends with the message, “Duluth Trading. Highly capable clothing.”

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Emporio Armani-Megan Fox

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This 2010 ad for Armani Jeans features model/actress Megan Fox and Portuguese soccer star Ronaldo. Shot as a short black-and-white style film, Ronaldo plays a room service attendant in an expensive hotel. He knocks on Fox’s door, and she answers wearing only lingerie and a silk gown. While he sets up the food tray in her room, she gets dressed in an adjoining room which is visible through a mirror. Several camera shots linger on Fox’s waist in her tight jeans, while Ronaldo looks increasingly curious and flustered as she dresses. When, fully clothed, she re-emerges and offers him a tip. He refuses the money, but says “Thank you very much.”  

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Evolution - A Dove Film

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This 2006 commercial is part of the Dove Campaign for Real Beauty, and demonstrates a woman’s appearance undergoing a major transformation in order to become suitable for a billboard advertising makeup. In the clip, we witness the makeup application, hair styling, light-engineering, airbrushing and photo-shopping that ultimately culminate in a billboard bearing little resemblance to the original woman’s appearance. The clip and its tagline – “No wonder our perception of beauty is distorted” – function to critique the beauty industry and the unrealistic standards for appearance it imposes on women and girls.

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