Open letter to Dove
(not so) Dear Dove,
This is written in the knowledge that a sister company owns Axe. You know, the company that makes ridiculously sexist, tasteless ads?
I have a problem with you.
This is in regards to this ad:
Twee music set to people ambushing women with cameras. Ending with, "When did you stop thinking you were beautiful?" and with cutesy home video of little girls.
While your Youtube comments are gushing over the sweetness of your ad and many "Truth!"'s, I have a bone to pick with you.
When did we stop thinking we were beautiful? Some of us were never told that we were beautiful.
Some of us told we were ugly. Some of us were told that if we "worked at it a little, we would be gorgeous! (but for that baby fat/squint/bad skin/oily hair/crooked teeth/etc.). Some of us were never told that we were beautiful but that we were worthwhile from the virtue that we were us, that we should take joy in the things we do for others and for the world, that we were worthwhile for our minds and wit and kindness and spirit. Some of us had all of that told to us at once, at all corners, at all angles.
Even if we were told we were beautiful.... Then, guess what? We get blogging, we get Facebook. We get "What Not To Wear" and "Extreme Makeover." We get "Poorly Dressed" and we get "People of Walmart." And from the moment we enter middle school, the moment we start watching those "tween" shows and films, we get the message that we will be scrutinized and that our image is our currency and yet not our own. And now, we have this time where if it's on film, it can come to haunt you, and if it's on the Internet, there's no taking it back. We get the comments of, "She's not that pretty" and "I wouldn't fuck her sober" and "Who'd sexually harass that?"
I want to be honest with you - I hate cameras.
I'm a photographer who hates being photographed. I hate it so much, I beg people to take down pictures of me because I see that side boob, I see my double chin, my squinted up eyes, that bunch of noodles slipping into my mouth. I hate it.
I don't need you to tell me that I am just fine, just like in your other campaign with the sketch artist. I don't need you to tell me that because I don't want validation from you. I don't want validation from anyone.
I don't want your saccharine assurances about beauty. I don't want to have to watch women being surprised like that because you know what? You're only continuing with external assurances about self-perception. My body, my face, is not your property - I don't owe you a smile or a pleasant expression or laughter. My body is for me, not for you, and it is not a political statement when I cut my hair or wear a corset or wear contacts, where you may scrutinize my choices as if I made them just for you.
I will wear silk and lace lingerie to please myself and to titillate my partner. I will wear skirts as a change of pace from jeans and so I can twirl around to watch it flutter up. I will flatten my chest in my cosplay to explore another identity and to play dress-up. I put on makeup because I like the color palette (though I'm not too good at it, even now).
But you don't care about me. You only care if your marketing campaign raises your brand, gets more sales of soaps and shampoos and other products. You don't care about me because I am to be marketed to and you don't need to get everyone, you just need to get "enough."
Before you tell us that we are beautiful, you need to stop telling us that we have worth almost solely based on beauty or that beauty is our goal and status and purpose as females. But since you won't be doing that...
Fuck you all.
(I end this on an writer's note, not an apology but a remark that this comes from a very angry and very exhausted place and the knowledge that apathy is dangerous but seductive)
Also, this is a wonderful clip that I occasionally look at to feel better: http://www.hulu.com/watch/30915
This is written in the knowledge that a sister company owns Axe. You know, the company that makes ridiculously sexist, tasteless ads?
I have a problem with you.
This is in regards to this ad:
Click to viewTwee music set to people ambushing women with cameras. Ending with, "When did you stop thinking you were beautiful?" and with cutesy home video of little girls.
While your Youtube comments are gushing over the sweetness of your ad and many "Truth!"'s, I have a bone to pick with you.
When did we stop thinking we were beautiful? Some of us were never told that we were beautiful.
Some of us told we were ugly. Some of us were told that if we "worked at it a little, we would be gorgeous! (but for that baby fat/squint/bad skin/oily hair/crooked teeth/etc.). Some of us were never told that we were beautiful but that we were worthwhile from the virtue that we were us, that we should take joy in the things we do for others and for the world, that we were worthwhile for our minds and wit and kindness and spirit. Some of us had all of that told to us at once, at all corners, at all angles.
Even if we were told we were beautiful.... Then, guess what? We get blogging, we get Facebook. We get "What Not To Wear" and "Extreme Makeover." We get "Poorly Dressed" and we get "People of Walmart." And from the moment we enter middle school, the moment we start watching those "tween" shows and films, we get the message that we will be scrutinized and that our image is our currency and yet not our own. And now, we have this time where if it's on film, it can come to haunt you, and if it's on the Internet, there's no taking it back. We get the comments of, "She's not that pretty" and "I wouldn't fuck her sober" and "Who'd sexually harass that?"
I want to be honest with you - I hate cameras.
I'm a photographer who hates being photographed. I hate it so much, I beg people to take down pictures of me because I see that side boob, I see my double chin, my squinted up eyes, that bunch of noodles slipping into my mouth. I hate it.
I don't need you to tell me that I am just fine, just like in your other campaign with the sketch artist. I don't need you to tell me that because I don't want validation from you. I don't want validation from anyone.
I don't want your saccharine assurances about beauty. I don't want to have to watch women being surprised like that because you know what? You're only continuing with external assurances about self-perception. My body, my face, is not your property - I don't owe you a smile or a pleasant expression or laughter. My body is for me, not for you, and it is not a political statement when I cut my hair or wear a corset or wear contacts, where you may scrutinize my choices as if I made them just for you.
I will wear silk and lace lingerie to please myself and to titillate my partner. I will wear skirts as a change of pace from jeans and so I can twirl around to watch it flutter up. I will flatten my chest in my cosplay to explore another identity and to play dress-up. I put on makeup because I like the color palette (though I'm not too good at it, even now).
But you don't care about me. You only care if your marketing campaign raises your brand, gets more sales of soaps and shampoos and other products. You don't care about me because I am to be marketed to and you don't need to get everyone, you just need to get "enough."
Before you tell us that we are beautiful, you need to stop telling us that we have worth almost solely based on beauty or that beauty is our goal and status and purpose as females. But since you won't be doing that...
Fuck you all.
(I end this on an writer's note, not an apology but a remark that this comes from a very angry and very exhausted place and the knowledge that apathy is dangerous but seductive)
Also, this is a wonderful clip that I occasionally look at to feel better: http://www.hulu.com/watch/30915