We all know real women don't look like 'œsize zero' fashion models, said Seth Stevenson in Slate.com. The good news is that Madison Avenue has finally caught on. In what it is cleverly calling the 'œcampaign for real beauty,' the Dove company has launched an ad campaign for a line of firming lotions and creams that features a group of real women, with curves, love handles, chunky thighs, and big butts. These 'œBrobdingnagian babes' are pictured in their underwear, smiling and happy, content to let their imperfections and extra pounds hang out. The first time you see one of the ads, especially in billboard size, you do a double take. 'œIt's almost revolutionary.' And it's kind of sexy, too. In fact, I think I've developed a crush on one of these Dove chicks, Stacy'”the one who poses with her 'œample backside' to the camera, and seems to say, 'œCheck out this fiiiiiiiine badonkadonk.'
Sorry, Dove, no sale, said Pati Poblete in the San Francisco Chronicle. This isn't a 'œbold, revolutionary and humanitarian effort' to make women feel better about themselves. It's nice to see real women in an ad for a change, instead of pouting stick figures. But what are they selling? Firming lotions to banish cellulite. The real message is not that these normal-size women are 'œcomfortable with their appearance''”it's that 'œthey've found a product that will fix it.' This is just another'”albeit more sophisticated'”strategy for playing on 'œevery woman's fears about her body.'
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