The article Feminist Consumerism and Fat Activists: A Comparative Study of Grassroots Activism and the Dove Real Beauty Campaign by Josée Johnston and Judith Taylor brings forth interesting new perspectives concerning beauty ideology. It evaluates two very contrastive organizations and how they did and did not challenge beauty ideology, and whether their objective of possible feminist transformations was implemented effectively. It is apparent that the article is closely related to the Structural Functionalism theory through Deviance, Consumerism, Feminism and Gender and Inequality.
First, according to Durkheim, the Structural Functionalist theory can be applied to the disputes between the two organizations in the article as it looks intently
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A certain value is put on commodities and services that in turn promote “consumption of products that encourages conformity to feminine beauty ideology”. (Johnston & Taylor, 2008) Media and advertising also immensely influences the way one looks at themselves and how much they compare their own beauty to the models on TV screens and in magazines. Through advertising, Dove promotes a movement to minimize institutionalized and structural gender inequality, and encourages the practise of self-care. Although its is makes great business sense, it is clear that their is a prioritization of commodity purchases above the overall message which creates brand loyalty. Dove shows mixed messages early on in their campaign as they are “telling women to buy creams, "slim" down, put on a bra and generally engage in… the "body project" (Essig, April 22, 2013) and “young girls started to worry far more about cellulite on their thighs than goodness in their hearts”. (Essig, April 22, 2013) In the article Feminist Consumerism and Fat Activists, feminist consumerism is defined as “a phenomenon with the potential to partially disrupt gender norms” (Johnston & Taylor, 2008) Relating to the structural functionalist approach, Dove’s expansion of a broader culture constructs the ideology of consumerism and …show more content…
The article discusses how the activists analyze the effects of consumerism and how the food industry, primarily, is a promotion of unhealthy diets. They wanted to create opportunities to resist consumerism, however, they also wanted corporations to produce larger sizes to fit a more diverse range of body types. The organization was mainly a group of radical feminists protesting for social equality for the sexes and to end the oppression of beauty standards among women. They strived to abolish these inequalities because they believed that they were socially constructed and were able to be eliminated. PPPO activists were a “vehicle for political and cultural expression” and although they were also promoted on media, they found it difficult to set themselves apart from other organizations. Their goal was to be cast against public health officials and they wanted to be “represented as the voices denying the health risks of obesity” (Johnston & Taylor, 2008) and for them to recognize “the gender and class implications of fat
In the article, “Fat Is a Feminist Issue” in They Say I Say, Susie Or Bach claims that women in America are viewing themselves as overweight, and they must have a feminist perspective rather than to blame others for their “failure… to control their weight, control their appetites and control their impulse: ( 449). She also explains her view on the obesity issue with women in the United States. Or Bach demonstrates that most women are seen as beautiful only if they are thin. She also points out that being obese and overeating is much more painful experience for women due to the society having high standards for women and their weight. She seems frustrated with this and explains that women fought to have equal. Women are established into a caretaker role due to the “only known genetic difference” between the sexes: females’ ability to give birth. Not only that woman gives birth and feed their infants, but they are expected to be pleasing, attractive and even sexy. Another part of not only to be attractive, but to fulfill her part as a mother and wife, a...
In her essay, “Food’s Class Warfare,” author Tracie McMillan promotes the inclusion of both “individual changes and structural ones” (217), particularly “class consciousness” (217), in the fight for quality diets in America. She reveals the most common sides of the healthy food debate as the inherent “just-buy-better stuff logic” (215) and the opposing “structural challenges of eating well” (215). The main strategies for defeating the American “obesity epidemic” (216) have been reaching out to the individual, as well as changing the structure of the American food system itself. The favorite concept for structuralists is “food deserts - neighborhoods with insufficient grocery stores and thus insufficient supplies of healthy food” (216). She deems the concept insufficient in practice, as it ignores smaller markets and equates large stores with a healthy food source. While the individual viewpoint and structuralists argue with each other, they share common ideals. According to
Obesity and opposition are the two main issues of this film. The issue of obesity, treated lightly in the beginning of the film and then severely by the end, reflects society’s approach to weight loss. To ...
After watching the movie, Miss Representation, I have decided to use Dove’s new Real Beauty Campaign. I believe this company accurately counteracts the emotions and anxieties facing our female population in this generation by confronting them. I believe they antagonize what every other company chooses to exploit in order for their consumers to buy their products. Using the vocabulary provided in our textbook, I will define pathos and ethos along with their sub terms to analyze the advertisement. With so many advertisements and companies influencing women of our society to conform to a mold, Dove is sending a different message. After describing the ad, I will then use the rhetorical tools I have chosen to analyze and explain them.
The method used by Susan Douglas in her essay “Narcissism as Liberation” to describe the way a particular event to practice might have a deeper meaning seems to differ somewhat with that used by Clifford Greetz in “Deep Play: Notes on a Balinese Cockfight”. In the former, the author concentrates on the method which would be best described as “direct approach”. In her explanations of the themes behind different advertising practices and their implied meanings she makes it sound as though the ones responsible for the advertisements infuse these subliminal messages on purpose into the context. She describes the play on women’s feelings to cow them into thinking that they are never the ideal and should always be working to perfect their bodies (using the advertiser’s products) is an intentional subliminal message that is infused into every commercial advertisement is done because that method seems to be effective. She stresses that the media and corporations have shaped...
In 2011, author John Robbins released an excerpt called Being Fat in America. It would also be included in his later released book, No Happy Cows: Dispatches from the Frontlines of the Food Revolution. This perceptive and scrutinizing article attempts to make its American readers self reflect on what they have become, individually and as a society. Robbins’ is the son of Irv Robbins, the co-founder of the ice cream parlor, Baskin Robbins. Instead of continuing his father’s legacy, he left the company and chose to become an author. Being Fat in America is retitled in the book as Chapter Six’s ‘The Heart Attack Grill’ and exposes the connections between diet/health, and societal blame. Through the strategic placement and usage of ethos, pathos,
...ization of the Thin Ideal, And Perceptions of Attractiveness and Thinness in Dove's Campaign For Real Beauty." International Journal of Advertising 29.4 (2010): 643-668. Business Source Premier. Web. 14 Feb. 2014.
The advancement of technology, and thus advertising, have taught and coerced women over time into thinking that upward class mobility can be reached through consumption and consumerism. Today, women of all ages are encouraged to participate in the standardized beauty culture produced and proliferated by multinational corporations. Correlations between Benbow-Buitenhuis ' female double bind and theoretical contexts of Marcuse 's false needs theory (2014, p. 47) and false consciousness theory (2014, p. 44) prove that beauty culture is "rationalized as social requirements for public participation" and are "socially reproduced to the extent that the individual may believe that the needs are their own" (2014, p. 44). Thus, women are willing to give up rational thought processes in their desire to obtain status and upward class mobility through purchasing and consuming anti-aging
Bordo’s essay shows the way that women are constantly being bombarded with commercials. Advertisements portray the idea that you are what society envisions you being, if you don’t make a certain choice regarding to the kinds of food you eat, and the amount of food you eat. They say that if you don’t eat a certain kind of cereal, that you will be fat, or that you look unattractive eating that thick, burger, and instead, you should have some
In which way the seller’s chief goal is to sway their possible spectators and attempt and change their opinions, ideals and interests in the drive of resounding them that the produce they are posing has a touch that customer wants that will also be in their advantage, therefore generating false desires in the user’s mind. Dove is vexing their viewers to purchase products they wouldn’t usually buy by “creating desires that previously did not exist. ”(Dyer, 1982:6). In its place of following the outdated mantra of beauty- advertising campaigns that endorse an unachievable standard of attraction as the norm, Dove’s campaign has taken a concern that touches the lives of loads of young and old women: self-observation in the face of ads that don’t mirror the realism of women’s looks. Dove is saying that it’s all right to be ordinary, and that you’re not less than for not being what certain advertisers reflect to be flawless.
[This] phase of the campaign was created to debunk the stereotype that only thin is beautiful” (“The Dove® campaign for real beauty”, n.d.). This part of the campaign was monumental because “all women in the ad are real.” (Fielding et al., 2008). Because the concept of real women was implemented, women were able to relate their own self-identity, flaws and overall body image to the women on the advertisements. The use of “real people” in Dove’s campaign helps people realize that average citizens can still be as beautiful as the people that are consistently portrayed in the usual advertisements. These real people offer a connection to an individual’s everyday body issue struggles and allows Dove’s audience to recognize the fact that beauty should not be limited to western societies view. Ultimately, this section of the campaign allows viewers to make personal connections to the models in the advertisements which furthers Dove’s intentions of the Real Beauty
When asked what beauty is, most women will point to a magazine cover at a size two model — a small waist, long legs, and flawless skin. Dove has attempted to change this perspective with their “Campaign for Real Beauty”. Launched in 2004, this campaign is comprised by a series of advertisements such as commercials, short-films, billboards, and many more. Dove appeals to women’s pathos in order to market to women of all ages. The company’s strong ethos allows women to feel comfortable and believe that they are truly beautiful. A majority of the campaign is aimed at young adults but also includes women fifty years and older. The creative directors Janet Kestin and Nancy Vonk strive to remind women that they are responsible for setting their own
Recently Victoria’s secret released a ‘Love Your Body’ campaign. Although seeing pictures of flawless Victoria’s secret models may not make you love your body that precisely the theme the lingerie brand is running for with its new line of bras claims Katie Hintz-Zambrano from man.styelist.com. Victoria’s secret’s release of this was to help girls with loving their bodies again yet they used thin, flawless girls who would without a doubt love their bodies. Where the Dove real beauty campaign has been around for years which consisted of girls who were of a size 6,8,10 and possibly a size 12 all with curves. These campaigns need to understand that loving your body,
In the article “Standards Body Unveils Plan to Crack down on Sexist Advertisements.” written by Mark Sweney, a business media correspondent and journalist for The Guardian, Sweney emphasizes on an example of sexism in the media when he encapsulates an ad for perfume with model Cara Delevingne. He asserts, “The model and, more recently, actor appeared on a billboard in east London lying naked on her front with the side of her breast and buttocks visible while holding a bottle of Tom Ford Black Orchid perfume” (Sweney). The correspondence between a woman’s naked body and perfume are slim to none. Through the embodiment of women is how companies sell their products, without regard as to how it perceives women. A model should not have to take off her clothes in order to be in a perfume advertisement.
The media has increasingly portrayed unrealistic views of women in the media. Whether it be on billboards or in commercials, it is almost always the same image; a beautiful woman with an amazing body and no visible flaws. In 2004, Dove challenged those advertisements and came up with the Dove Campaign for Real Beauty. It is a world-wide marketing campaign with the goal of banishing the conventional standard of beauty, and defining what ‘real beauty’ is. Despite having good intentions, I believe Dove’s real purpose is to simply broaden the definition of real beauty while making a profit.