Immersion Active presents Ageless Marketing

Say It Ain't So, Dove

I am stunned. I feel cheated. I am mad. Damn mad!

For several years I have been touting Dove’s Real Beauty campaign as a high-minded example of authenticity in consumer marketing. Imagine my dismay, then, when I discovered in the May 12 issue of The New Yorker that the real beauties in Dove’s Real Beauty campaign are not real.

The success of the Real Beauty campaign still validates my original points:

• Being honest in today’s markets can pay off big
• The zeitgeist has shifted from an emphasis on idealization to an emphasis on reality

No need existed for Dove to hire the world’s reputed best pixalist, Pascal Dangin, to digitally turn “ordinary” women into – well – ordinary women. There is no lack of doughy-fleshed women.

Remember Jamie Lee Curtis’s famous full-page pose in the September 2002 issue of More? She agreed to be that issue’s cover story subject if More would show her as she is in a sports halter and shorts shot – billowing love handles and all, with no makeup, no special photographer’s lighting and no air brushing or its contemporary equivalent, pixel manipulation.

Thankfully, More had the good sense to agree with Ms. Curtis. It was rewarded for its wisdom by the greatest positive reader reaction in the history of the magazine that translated into a huge bump in audited readership.

For the most part, the mind of the market today wants the unvarnished truth. It is beyond the contrived world of youth where appearances count for more than substance. Be honest or be gone, it says. Because Dove doesn’t understand this I now have to spend a good chunk of my valuable time changing a series of PowerPoint slides and altering a heretofore important slice of content in many of my presentations on today’s markets.

 

The Silent Generation Revisited

Reader Anita Landis of the GlynnDevins ad agency in Overland Park, Kansas sent me the URL to an article on the Silent Generation that ran in the June 29, 1970 issue of Time. I found the article by Time Associate Editor Gerald Clarke fascinating from several perspectives.

First, it was written by a member of the Silent Generation who had bought into the idea that it was every bit as different as the first article on the subject claimed. That was Time’s cover story on November 5, 1951.

Second, the 1970 article cited a number of ways in which the Silent Generation was different contained a number of that are also being used today to show how Generation Y or Millenials are different from previous generations.

For example, Clarke who was 32 (three years year older than I was then) at the time wrote:

• We were incapable of hero worship. Those we most admired, in fact, were not real heroes but the anti-heroes of fiction or film: the Jake Barnes of The Sun Also Rises or the Humphrey Bogart of Casablanca.
• For us, coolness was all. Like Holden Caulfield, the confused but knowing teen-age protagonist of J.D. Salinger's Catcher in the Rye —the novel that became the decade's literary touchstone — we detested anything that we felt was phony.
• Only today, in our 30s, do we know that we were different—fundamentally different. When the generation lines began to form, we discovered, to our own surprise, that we did not automatically side with our parents.
• We may be the only ones left in American society who can see what's great and what's bull," says Frank Conroy, 34, the author of Stop-Time.

Cannot those descriptions be applied to Gen Y’ers?

Yes, the so-called Silent Generation was different. But is was also the same. When doing a comparative analysis of generational differences, it is wise to separate true differences from apparent differences which aren’t differences after all.

Aside from citing apparent differences as real differences, Clarke did do a worthy job of capturing the behavioral essence of the last generation to come of age before television became a ubiquitous fact of life in America. I know. I was there as a fellow Silent Generation type trying to resolve the great moral gap between my parent’s generation and the incoming boomer generation.

Interesting read, Clarke’s piece, when you get a moment.