"Reality" Advertising

What if women got fed up with seeing themselves depicted as deficient if they didn't conform to fictionalized body-types?

Several months ago, Dove soap launched an ad campaign in England using real women, with real bodies.  Recently, Dove Curves adorned New York's subway stations with almost life-sized photos of women in bras and panties in their "Campaign For Real Beauty"; large photos of large women; real women.

Then yesterday's Ad Age (sub. req'd) runs this story about Nike's new campaign, featuring, guess what?, images and text celebrating women with real shoulders, knees, and...butts.  Click on the image below to, um, read the ad's text, yeah, that's it, read the ad's text!

I'm intrigued by this mini-trend.  As you can see from the photo up in the banner, I'm no model, and no spring chicken.  I really don't care about how men my age are portrayed in ads; I'm beyond embarassment on that count.  But there's no need to chronicle the damage advertising's done to the self-image of women in the last 50 years, much of it a result of a need to conform to an unattainable fantasy. 

This trend is certainly a reflection of African-American and Hispanic women's cultural values about bodies.  And maybe it's also connected to blogging.  Blogging's shown that one need not be a professional writer to routinely post one's thoughts for readers.  (Alright, alright, cut it out!)

So, blogging = real people writing about real things. 

As we get used to hearing real voices instead of the "all edges smoothed down" corporate tones of professionals, we might become more interested in seeing real people talking about real things in ads.   

Oh, wow...

wait a minute...

maybe...

someday...

I can do...

Speedo ads!

(Hey, I said, cut if out!!)

Hat tip: The very sharp PSFK.

Comments

[Michael]

Tom, wasn't there a movie about some folks in an advertising agency that came up with the crazy idea of telling the truth in their ads? I figured you would know it, or one of your readers.

And will the world ever be ready for the True "speedo" Talk ad? If fantasy ads have hurt the self-esteem of the young, what will reality ads to the self-esteem of us over 50 types? Grin.

[Tom]

I vaguely remember the film you're referencing, Michael...let's see what we can do about digging up a title.

The TrueTalk Speedo is actually in development as we speak. It's a "boomerized" model with a little more room in the seat, but same sleek design and fabric. Just right for over 50 types whose self-esteem demands nothing but the finest logo!

[Tom]

Turns out to be "Crazy People," with Dudley Moore.