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Dove under fire after "racist" commercial. Are people overreacting?

  • Oct 18, 2017
  • 1 min read

Recently, Dove released a campaign for its new gentle body cleansers that has since been banned for being racist. But are people overreacting? I know that the image that has been all over social media may look bad, but I challenge everyone to watch the full commercial. In my opinion, there is nothing wrong with the ad. I have inserted a screen grab from the commercial that has sparked so much controversy.

The commercial shows an African American woman take off her brown shirt and magically turn into a Caucasian woman, who proceeds to take off her shirt and turn into a Latina woman. As an African American woman who is keenly aware of the biases toward European features as the beauty standard, I understand how this would seem offensive to someone who has only seen the first part of the ad. Once I watched the entire commercial, I saw that Dove's intent was simply to show that their product is suitable for all women. With all of the racial tension in the country today, people's attention to racist occurrences is heightened, and rightfully so. But as an African American woman myself, I personally did not take offense to Dove's ad. To avoid another disaster like this which could turn out to be detrimental to the brand, Dove should be much more aware of people's opinions and feelings. I suggest that before Dove releases another ad campaign, focus groups should be held in order to get a sense of how the larger audience will receive the ad. That way, Dove will be able to determine the ad's effectiveness based on the consumer responses and feedback.

 
 
 

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