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Boycott of Dove Products Urged As Nude Ads Air Prime Time

By Gudrun Schultz

ENGLEWOOD CLIFFS, New Jersey, March 5, 2007 (LifeSiteNews.com) - A new series of prime-time ads for Dove beauty products featuring shots of naked senior women is coming under criticism by pro-family and women's groups for contributing to the sexualization of women as a commercial tool, as well as exposing children to adult nudity.

Billed as "pro-age" under the slogan 'beauty has no age limit,' the ad campaign is the latest in Dove's series of ads promoting a more natural beauty standard.

The use of female nudity to sell products under any banner is exploitative of women's sexuality, opponents say, pointing out that Dove is "focusing on outward beauty and using nudity to do so. Their message basically says: 'Use our product and even if your body isn't perfect, our lotion will make you beautiful.'" It would be far more effective--and would express genuine respect for women--to pursue the campaign's goals presenting fully clothed women.

Dove officials responded to one complainant with a statement defending the use of the images as "celebrating women 50+ and widening the definition of beauty to show that real beauty has no age limit."

"The advertising campaign is certainly not about nudity, but rather about honesty. . We didn't want to cover these women or enhance their appearances, because they are beautiful just as they are."

While the goals expressed by Dove may appear admirable, in fact the corporation producing Dove products, Unilever, has a history of using sexually-explicit content to sell their products.

"Along with this new marketing tool of using complete nudity, Unilever has a history of producing incredibly vulgar, erotic ads for their Axe line of men's deodorant and cologne products," said the American Family Association. "In addition, Unilever's Sunsilk shampoo line has used similar crass, sexual themes in its advertising. One promotion for Sunsilk hair products advertised 'For hair kinkier than an S&M convention.' Along with this message was an image of handcuffs."

A recent report by the American Psychological Association (APA) found that the extensive use of sexualized images of girls and women in advertising and media is harmful to girls' self-image and healthy development.

The APA Task Force on the Sexualization of Girls conducted a meta-analysis of published research on the effect sexualized media content had on girls, and found the influence to be highly damaging.

"The consequences of the sexualization of girls in media today are very real and are likely to be a negative influence on girls' healthy development," said Eileen L. Zurbriggen, PhD, chair of the APA Task Force and associate professor of psychology at the University of California, Santa Cruz. "We have ample evidence to conclude that sexualization has negative effects in a variety of domains, including cognitive functioning, physical and mental health, and healthy sexual development."

The APA recommended pulling all sexualized images of women from media display, replacing them with images showing "girls in positive settings--ones that show the uniqueness and competence of girls," Dr. Zurbriggen said. "The goal should be to deliver messages to all adolescents--boys and girls--that lead to healthy sexual development."

The American Family Association is urging those concerned to inform Unilever their products will not be purchased until the ad campaign is pulled.

To express concerns:

Unilever Cosmetics International
Attn: CEO
700 Sylvan Ave.
Englewood Cliffs, NJ 07632
Phone: 212-888-1260
Phone: 877-995-4483
Fax: 212-318-3600
Email: http://www.unileverusa.com/resources/contactus.asp

In Canada:

Unilever Canada
Loch Lommond Place
120 McDonald Street
Saint John
New Brunswick
E2J 1M5

Telephone: 1-800-761-3683
Fax: 1-506-631-6424

The Canadian contact page is: http://www.dove.ca/contact/
Online form page to send and e-mail: http://www.dove.ca/contact/form

See related LifeSiteNews coverage:

American Psychological Association: Remove All Sexualized Images of Women in Media
http://www.lifesitenews.com/ldn/2007/feb/07021907.html

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