MerryChristmas!, 3-29

"The dominant taste derives its ideal from the advertisement, from commodified beauty."

During our class discussion, this quotation stood out to me because of previous class discussions in CMC 100 and CMC 200. We discussed this notion of the "commodified beauty" in advertisements and celebrity endorsements. What is "commodified" beauty? Who establishes what beauty is? Dove is one company in particular that I focused this notion of commodified beauty on. Their campaign for "real beauty" is one that seems to go against the norm. However, some ulterior motives may take place here. Dove's "real beauty" campaign features everyday looking women who have realistic body types with curves. The women in Dove's advertisements are of all races and ages. This idea seems refreshing and like a positive influence on the surface. However, when you take a step back to realize what is going on here, the marketing campaign is ingenious. If the majority of women can relate to these ads and women assume they are promoting a positive image, more products will be sold. It seems likely that the people behind the advertisements were simply trying to find a way to sell the product. What not a better way to sell a product than by depicting realistic women on their ads rather than unrealistic, tall, thin models with perfect complexions that are most likely tall, caucasian, blonde, and with blue eyes. As stated in one of my communications classes, the average size pants in the United States among women is size 14, not a size 2. So by showing women who can relate to the majority, Dove will sell more products as a result. This is the only instance where I see this idea of commodified beauty not being used, but most likely being a success.

Here is a youtube video as part of their campaign for "real beauty", check it out. It is really interesting:
http://www.youtube.com/watch?v=iYhCn0jf46U