Dove says they 'deeply regret' ad following widespread backlash

Good Morning America

9 Oct 201702:53

Summary

TLDRDove faced backlash for a racially insensitive ad showing an African-American woman removing a brown shirt to reveal a white woman, implying lighter skin is superior. The ad was part of a campaign featuring women of different ethnicities. Makeup artist Naomi Blake criticized the ad for its subliminal message, prompting Dove to apologize on Facebook for not representing women of color thoughtfully. Despite the controversy, some consumers defended Dove, appreciating their efforts to promote diverse beauty standards.

Takeaways

📢 Dove faced backlash for a Facebook ad that appeared to show an African-American woman removing her brown shirt to reveal a white woman, which was interpreted by some as racially insensitive.
🎨 The ad was part of a campaign featuring three women of different ethnicities removing shirts in matching skin tones, but a makeup artist's freeze-frame compilation led to controversy.
🗣️ Makeup artist Naomi Blake, who created the compilation, criticized the ad for sending a subliminal message that darker skin is not beautiful enough and needs 'purification'.
📉 In response to the controversy and online backlash, Dove removed the ad and apologized on Facebook, acknowledging they 'missed the mark' in representing women of color.
💬 Public opinion was divided; some supported Dove's apology and commitment to diversity, while others felt the ad was a misstep in their efforts to promote body positivity and inclusivity.
🎥 Film director Ava DuVernay criticized Dove's response, suggesting that saying they 'missed the mark' deepens the offense and that they need to do better.
🔄 Dove reiterated that the ad was meant to convey that their body wash is for every woman and to celebrate diversity, but admitted they got it wrong and apologized for the offense caused.
👩‍💻 Blake suggested that Dove should have consulted black women before posting the ad, highlighting the importance of diverse perspectives in ad creation.
🔄 The incident sparked discussions about the representation of beauty in advertising and the need for brands to be more mindful of the messages they convey.
📈 Despite past missteps, Dove has been recognized for its efforts to promote positive body image and confidence, and some customers remained supportive of the brand.

Q & A

What was the controversy surrounding Dove's advertisement?
-The controversy was that Dove's ad was accused of being racially insensitive, as it showed an African-American woman removing her brown shirt with Dove body wash to reveal a white woman in a light-colored top, which was interpreted by some as a subliminal message that lighter skin is better.
How did Dove initially respond to the backlash?
-Dove removed the ad and issued an apology on Facebook, stating that they missed the mark in representing women of color and deeply regretted the offense caused.
What was the intended message of Dove's ad according to the company?
-Dove stated that the ad was meant to convey that Dove body wash is for every woman and was intended to be a celebration of diversity.
Who was the makeup artist that highlighted the ad's perceived issue?
-The makeup artist who highlighted the ad's perceived issue was Naomi Blake, who created a four-panel freeze-frame to illustrate what she saw as the ad's unintended message.
What was Naomi Blake's interpretation of the ad's message?
-Naomi Blake interpreted the ad as sending a subliminal message that darker skin is not beautiful enough and that one needs to 'purify and clean' oneself.
What was the public's reaction to Dove's apology?
-The public's reaction was mixed. Some, like movie director Ava Duvernay, felt Dove's apology was insufficient, while others continued to support the brand, believing the ad was meant to convey a message of beauty for all.
Has Dove faced similar controversies in the past?
-Yes, Dove faced a similar controversy in 2011, indicating that this is not the first time the company has been accused of racial insensitivity in its advertising.
What advice did the woman who made the Facebook post give to Dove?
-The woman who made the Facebook post suggested that Dove should have consulted black women before posting the ad to avoid such issues.
What is the importance of diverse representation in advertising campaigns?
-Diverse representation in advertising is important to ensure that all ethnicities and backgrounds are accurately and respectfully portrayed, avoiding stereotypes and promoting inclusivity.
What steps can companies take to prevent such controversies in the future?
-Companies can prevent such controversies by conducting thorough sensitivity reviews, involving diverse teams in the creation process, and actively seeking feedback from various communities to ensure respectful and inclusive messaging.
How did the incident affect Dove's image as a brand?
-The incident sparked debates about Dove's commitment to diversity and inclusion, with some questioning the brand's past efforts to promote body image and confidence, while others defended the brand's overall message.

Outlines

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🚫 Dove Ad Controversy

The video script discusses a controversy surrounding a Dove advertisement that was accused of being racially insensitive. The ad, which was posted on Facebook, showed a black woman removing a brown shirt to reveal a white woman in a lighter top, implying that Dove body wash could change one's skin color. This sparked outrage and debates about racial insensitivity and the subliminal message that lighter skin is preferable. Dove responded by apologizing and removing the ad, acknowledging their mistake in representing women of color. Despite the apology, there was further criticism, with some arguing that Dove should have done better. The script also mentions that Dove has been a leader in promoting body positivity and diversity, but this incident shows that even with good intentions, missteps can occur.

Mindmap

Keywords

💡Racially Insensitive

Racially insensitive refers to actions or statements that show a lack of awareness or sensitivity towards issues related to race or ethnicity. In the video's context, the Dove advertisement was accused of being racially insensitive due to its portrayal of an African-American woman removing a brown shirt to reveal a white woman, which was interpreted by some as implying that lighter skin is preferable. This incident sparked outrage and debate about the representation of different ethnicities in advertising.

💡Subliminal Message

A subliminal message is a stimulus that is perceived below the threshold of conscious awareness but can still influence behavior or emotions. In the script, the makeup artist Naomi Blake suggests that the Dove ad contained subliminal messages that conveyed the idea that darker skin is not beautiful enough and needs 'purification.' This concept is central to the controversy as it highlights the potential for advertising to subtly reinforce harmful stereotypes.

💡PR Mistake

A PR mistake refers to an error in public relations that can damage a company's reputation or public image. The Dove ad is described as a 'big PR mistake' in the script, indicating that the company's handling of the advertisement and its aftermath was seen as a misstep that could have been avoided with better planning or sensitivity to cultural issues.

💡Dove Body Wash

Dove Body Wash is a product from the Dove brand, which is known for its cleansing bars and 'Real Beauty' campaigns. In the video, the ad in question features Dove Body Wash and is part of a series showing women of different ethnicities. The controversy arose from the way the product was presented, suggesting a transformation from one racial identity to another, which was deemed offensive by some viewers.

💡Viral

To go viral means for content to spread rapidly and widely across the internet, typically through social media. In the case of the Dove ad, the image of the African-American woman removing her brown shirt went viral, leading to widespread discussion and criticism. The term 'viral' in the script signifies the swift and extensive dissemination of the ad, which amplified the controversy.

💡Makeup Artist Naomi Blake

Naomi Blake is identified in the script as a makeup artist who posted the controversial image of the Dove ad. Her actions and commentary on the ad played a significant role in bringing the issue to public attention. She is an example of an individual using social media to critique and influence public discourse on advertising and racial representation.

💡Representation of Women of Color

The representation of women of color refers to how individuals from non-white ethnic backgrounds are depicted in media and advertising. The Dove ad controversy centered on the perceived inadequate and offensive representation of women of color, as critics argued that it did not thoughtfully represent their beauty and diversity. This keyword is crucial to understanding the video's theme of the importance of inclusive and respectful advertising.

💡Apology

An apology is a formal expression of regret or remorse for a mistake or wrongdoing. In the script, Dove issues an apology on Facebook for the ad, acknowledging that they 'missed the mark' in representing women of color. The company's apology is a key part of the narrative, showing the response to public outcry and the importance of corporate accountability in such situations.

💡Backlash

Backlash refers to a strong negative reaction, typically from a large number of people, in response to a particular action or event. The script mentions that Dove received backlash for its explanation of the ad, indicating that the company's response was not sufficient for some critics. This keyword highlights the intensity of public disapproval and the challenges companies face in managing their image in the face of controversy.

💡Celebration of Diversity

A celebration of diversity is the act of acknowledging and appreciating the variety of cultures, races, and ethnicities present in society. Dove claims that the ad was intended to be a 'celebration of diversity,' suggesting that the company aimed to promote inclusivity. However, the controversy indicates a perceived failure in achieving this goal, as the ad was criticized for not genuinely representing the diversity it claimed to celebrate.

💡Body Image and Confidence

Body image and confidence refer to how individuals perceive their physical appearance and their self-assurance in social situations. The Dove brand has been known for campaigns that promote positive body image and confidence. The script mentions that despite the controversy, some consumers still support Dove for its past efforts in promoting body positivity. This keyword connects the ad's controversy to the broader themes of self-esteem and societal beauty standards.

Highlights

Dove body wash ad featuring a black woman removing her brown shirt to reveal a white woman is accused of being racially insensitive.

The ad was part of Dove's campaign showcasing women of different ethnicities.

Makeup artist Naomi Blake compiled the ad into a four-panel image, suggesting a subliminal message about skin color.

Blake criticized the ad for implying that darker skin is not beautiful enough and needs 'purification'.

Dove apologized on Facebook for the ad, acknowledging they 'missed the mark' in representing women of color.

Film director Ava DuVernay responded, urging Dove to do better and deepen their understanding of the offense caused.

Dove stated the ad was meant to celebrate diversity and that they are committed to representing the beauty of all women.

The company admitted they got it wrong and apologized for offending many people.

Naomi Blake did not label Dove as racist but suggested they should have consulted black women before posting the ad.

There was a mixed response online, with some defending Dove and others agreeing with the ad's removal.

Dove has been at the forefront of promoting body image and confidence, but this ad was seen as a misstep.

The ad's controversy highlights the importance of diverse perspectives in the creation of advertising campaigns.

Dove faced similar backlash in 2011, indicating a pattern that needs addressing within the company's advertising strategies.

The incident sparked debates about the representation of different skin tones in advertising and the messages they convey.

Some consumers expressed that they will continue to support Dove, appreciating their efforts to promote beauty in all forms.

The controversy underscores the need for brands to be more thoughtful and sensitive in their advertising to avoid causing offense.