Gorjez Magazine understands advertising creates awareness of a product and convey messages, attitudes, and emotions to entice and intrigue its audiences. At least those are the desired effects of an advertisement. Needless to say, some advertisements fail miserably in their purpose.
Case in point, Dove alleged offensive 3-second GIF posted on 10/06/2017 to the brand’s Facebook page promoting Dove body washes met with unfavorably backlash.
Published on Oct 9, 2017
Looking at just the images of the Ad, we can see why some could have misconstrued on a subconscious level whiteness represented cleanliness.
But do Dove really feel remorse about the conversational Ad? A previous Dove ad, which showed three women side by side in front of a before-and-after image of cracked and smooth skin, caused an uproar in 2011 because the woman positioned on the “before” side was black while the “after” woman was white.
Most would wonder why social awareness was not Dove’s focal point during the brainstorming and production phases of the promotional video and social media campaign. Social sensitivities should have been given “due consideration” to avoid any backlash from the masses upon the launch of a campaign.
Reinforcing Gender Stereotypes Through Advertising
Published on Jan 21, 2015
There are a number of social issues which tend to raise strong feelings if portrayed in a wrong way. These include issues on social, cultural or racial discrimination, gender bias, as well as issues on mental and physical health. The scope of social sensitivities also covers explicit content and censorship issues.
Making one social class, culture or race seem more preferred or important in comparison to others can hurt the sentiments of people, and also worsens social situations as it may cause a lot of debate and could possibly result in widespread protests by the masses.
Such a situation will naturally harm the reputation of the firm that came up with such an advertisement.
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