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In Pozner's article, "Dove's 'Real Beauty' Backlash," why does she believe that the ad...

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hotmeaney | eNoter

Posted April 8, 2012 at 8:02 PM via web

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In Pozner's article, "Dove's 'Real Beauty' Backlash," why does she believe that the ad campaign "reinforce the stereotypes they claim to be exposing?"

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Ashley Kannan | Middle School Teacher | (Level 3) Distinguished Educator

Posted April 9, 2012 at 9:27 AM (Answer #1)

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For Pozner, her fundamental objection to the Dove "Real Beauty" campaign is embedded in the idea that the ad campaign coincidentally converges with the company's release of "firming creme."  This indicates that while it is a bit on the liberating side to see plus- sized models of different colors on billboards, it is also a subtle reminder that the need to "tone down" or "slim" areas on the female body is evident.  Pozner quotes Salon.com's Rebecca Traister, in the argument that the ad's message is to "love your ass but not the fat on it."  In Pozner's mind, the connection between the ad campaign and the product release are either poorly timed or very devious in trying to relegate women's views of themselves to be in the narrow mindset, no pun intended.  For Pozner, the company did not see the brutal message in praising women of all shapes and sizes and then suggesting these women as the target audience for their product intended to "slim" areas of fat on these women.  The flipside could be true, as well, in that the company knew what it was doing and in highlighting women of color and of different sizes, it accentuated their target market, giving them voice and representation only to silence them.  Either way, Pozner believes, and uses the voices of male critics to do so, that the ad campaign is not fully respecting the voices and experiences of all women.

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