Dove Takes a Hit for Ad Meant to Show Diversity

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TempDove has been touted for its "Real Beauty" campaign that shows real women, not models. But now the company is being criticized for an ad intended to show diversity. The ad includes women taking off a shirt to reveal another woman underneath.

The trouble is that the ad starts with a Black woman to reveal a White woman, implying to many critics that the Black person "got clean" and became White. In the ad, the White woman then takes off her shirt to reveal an Asian woman.

The company apologized and pulled the ad: "Dove is committed to representing the beauty of diversity. In an image we posted this week, we missed the mark in thoughtfully representing women of color and we deeply regret the offense that it has caused." A spokesperson also said the GIF, "was intended to convey that Dove Body Wash is for every woman and be a celebration of diversity, but we got it wrong and, as a result, offended many people."

Earlier this year, Nivea produced an ad, "White Is Purity." People didn't appreciate that one either.  

Discussion:

  • Dove says it will review its editorial process for creating ads. What changes do you think they could make?
  • Some say screenshots of the ad are taken out of context because only the first two women are shown. What's your view?