Consumers weigh in with varied opinions about using full-figured women to plug skin cream.
They're everywhere.
At the bus stop, on billboards and in magazines: fuller-figured
women in their underwear, flaunting their curves.
The ads are part of a campaign by Unilever PLC's Dove brand to
challenge the stereotypes of the ideal woman's body. It's also meant
to plug Dove's latest product, a cream purported to firm skin, which
has drawn criticism as well.
The approach has touched a nerve nationwide, from folks embracing
the refreshing reality of the ads to those turned off by the display
of extra flesh.
Dove's message board, at www.campaignforrealbeauty.com, has been
teeming with talk on the matter:
"Yes, there are going to be heavy girls out there, no problem. No,
we don't want to see them in their underwear, skirts, tank tops or
half shirts, ever ... ," wrote one poster. "We do however like to
see hot girls when we can or if we are paying for something being
sold so keep the fat models at home."
"Heads up to these beautiful women for being proud of their figures
and encouraging other average bodied women that beautiful and sexy
women need not be stick figures, or silicone queens, for men like
myself to recognize. Keep smiling and be proud!!" a Gary A. typed.
We decided to take the debate to the streets: What do you think of
the Dove ads?
"It's not really appealing to me. I'm not used to seeing women like
this. They're a bit too thick for my taste, but I have no problem
with women being that size; it just doesn't do it for me."
- EUGENE SO, 25, ANAHEIM
"It's not the size of the women that's the issue; it's the fact that
they're in their underwear. I know women come in all different
shapes and sizes. There's nothing wrong with real women with real
curves. It just makes me want to turn away because they're in their
underwear."
-JASON GRENIER, 29, NEWPORT BEACH
"There's a conflicting message with the ad promoting a cellulite
cream, but otherwise, it's cool to show that real women don't have
to weigh 105 pounds to be cute."
- STEVE VALLONE, 23, NEWPORT BEACH
"I love it; I think it's awesome to show real women and not all the
plastic-surgery Barbie dolls we're all used to."
- JULIE STASIEWICZ, 27, LA HABRA HEIGHTS
"These women might be a little too curvy for my taste, but overall,
I think these ads are good. I'm tired of the skinny, flat (bottomed)
women depicted in all the advertising these days."
– ANDREW ADAMS, 26, ORANGE
"I love it! Everyone seems to think the perfect woman is a size 5
with big boobs and no waist, but in reality, they're like me, a size
10! I could so be a Dove girl!"
– WENDY GIBEAU, 29, SANTA ANA
"I think it's horrible. These women are not a normal or healthy
weight. These ads promote the trend of obesity in the United States.
It reinforces the notion that being overweight is fine and it's not.
I've stopped buying Dove soap."
– TED DREIFUSS, 46, RANCHO SANTA MARGARITA
"We've got kids today who are looking at these magazines promoting
an image that isn't real. These women don't promote the BS
stereotype of how the perfect woman should look."
– LORIN YANNARELL, 26, ANAHEIM
"I actually think these Dove women look better than the models we
always see. This is how I like a woman to look."
– ROD SURRATT, 28, PLACENTIA
"Wow, it's certainly taking a risk. It's not what you usually see in
terms of marketing a product. But there are probably more curvier
women out there than skinny anyway."
– TRICIA SPRINGER, 19, LA MIRADA
"I like 'em. All I ever hear from my female friends and family is
how they can't ever look like the stick-figure models, so I
appreciate these ads."
– WILL JENKINS, 28, ORANGE
"We've been conditioned, brainwashed almost, to think that size 0 is
attractive, that it's the ideal, but it's not. These Dove women are
just as attractive."
– ROBERT TUON, 22, SANTA ANA
Article By KATHERINE NGUYEN
The Orange County Register
California