If you were faced with two doors to a shopping center, one labeled “Beautiful” and the other “Average,” which would you walk through?
In its latest inspiration-via-advertising campaign, Dove set up labeled entrances in Shanghai, San Francisco, London, Sao Paulo and Delhi, and filmed the results. Unfortunately, and maybe unsurprisingly, many women chose to slink by unnoticed under the “Average” sign rather than display to the world that they acknowledged their beauty. It’s all part of the company’s new #ChooseBeautiful advertising campaign, which aims to change the instinct to settle for average.
A recent survey by Dove found that 96% of women do not choose the word “beautiful” to describe how they look…
– Here’s What Happens When Women Decide to Call Themselves Beautiful, Time Magazine
So the vast majority of women see themselves as average. The vast majority see themselves as average when their choices are limited to “beautiful” or “average.”
As you might imagine, this is a problem…
The term beauty should denote a rare quality of the exceptional. When everything is beautiful, beauty is meaningless.
While the quality of attraction can be something highly personal and unique, beauty works by way of majority consensus.
Someone declaring themselves “beautiful” is akin to declaring oneself a gold medalist, or “best in show.” These are all designations to be made about you rather than by you.
If the doors were labeled “confident” or “unconfident,” this would be a completely different situation.
So Dove finds that most women, rightfully, label themselves average. It’s a numbers game; it’s logically valid.
Therefore, of course, Dove must intervene to right these wrongs and ensure that women throughout the world become deluded, confused, and ultimately dissatisfied and angry.
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