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Dove releases a “rogue” Photoshop action

Not sure what it accomplished, but at least it’s an interesting and novel idea.

Hat tip +Rosa Golijan

Everything Photoshop.

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29 Comments

  • Malware isn't exactly novel.

  • I love the idea of defacing photoshopping, but the execution looks kinda haphazardly to me.

  • +Guy Kawasaki  The Dove "Real Beauty" campaign is one of the most manipulative, cynical, and disingenuous in the entire history of advertising – which is saying something.

  • +Guy Kawasaki Not much going on at SXSW eh?

  • I guess the superlatives in your posting would ask for some more explanations, +Alistair McHarg. It's a campaign, it's advertisment, this is kinda obvious. Advertisment is about beauty, not about truth, that might be considered a fact, too. But again, your superlatives are not at all self-supporting, at least to me.

  • fail

  • +Alistair McHarg Hmm, so if the subject is "manipulative, cynical, disingenuous…entire history of advertising", I can think of a more obvious candidate offhand. More Doctors Smoke Camels Than Any Other Cigarette

  • Their parent company Unilever owns Axe. Did you ever see an Axe commercial? Don't be a fool and believe this shit.

  • +Guy Kawasaki you (and many others) just shared it, that's what it accomplished…

  • I dunno, I think the idea is an important one – we live in a world where image is consistently modified to conform with the societal-defined ideals of beauty, but which in their implementation take us away from the multitude unique and beautiful variances of life. The whole idea of 'touching up' means what is presented is not good enough, and must be 'brought in line' with our expectations of beauty. Perhaps Dove is the wrong spokespeople for the message, but I'm glad it's happening. This consistent conformance with unreal ideals drives poor body image, eating disorders, substance abuse, and even suicide, not to mention a multimillion dollar diet industry.

    It's time to see the world as it really is. Unique, variant, and beautiful.

  • I this effort from Dove

  • I what you did there

  • LOL (or should I say 'OL')

  • +Joshua Archer More than meeting "societal-defined ideals," these marketing ads create and generate such ideals, and when we allow our societal desires and goals to stretch beyond the attainable we are doing nothing but creating angst that damages our society and the people who chase such goals.

  • I am sorry to say that I'm really missing the point of your posting in this context here, +Ron Grummer … the Dove campaign – be it honest or not – is using a much more "natural" beauty ideal, has been using it for years. Your argument IMO applies to many other campaigns, and there are surely issues with the dove campaign, but I simply don't get the relation here …

  • Anything that tells people that they are beautiful without manipulation should be encouraged.

  • Humph, I seem to not think of myself so highly or rather I’m not naïve (showing lack of experience) enough to think above my station. I know I’m not apart of that 1% of the population that owns 40% of the wealth, hell bent on staying like that, nor have I been made a turncoat (a Capo) the few people selected of the masses to oversee their internment. {if they did not comply with what was expected of them, they were immediately demoted}

    I know my sole purpose, until my death, is the rank & file of ten dollars an hour, in which I am permitted to marry and have children, strictly to pass on my station in life in order to maintain the system; my mantle …I’m subject to the willful manipulations of the rich getting richer, no matter how psychologically in-depth those manipulations grow to be, only my dedication will set me free. My happiness cannot be pursued, it must “ensue,” and it only does so as the unintended side-effect of one's surrender to a person other than oneself. Recognizing the manipulations we are put under speaks only to how great our imagination is, and does nothing to sustain us in the long run…   

    Periodically I see the squabbles from time to time, people of my ilk who have forgotten themselves and have allowed their emotions to lead them astray. They have false pretences, behaving like they hold company with peers of three or more while enjoying themselves performing a perfunctory standard of living, a by-product from a life meant only for the wealthy; like a stroll through the park puts the inmate on the same level as the guard. 

    I admire the life the rich must have, relentless and creative forms of manipulation on the masses, taking joy in their screams of discomfort and injustice… My mind can only conceive of what it must be like taking the yacht out for a spin deciding on how to squeeze more from what little they already can provide, not to unlike “yes there certainly must be a god because look how I can squeeze wine from a stone.”

  • +Kiko Starkmann, I think +Ron Grummer's point was that while he agreed with everything else +Joshua Archer had said he felt that one critical distinction needed to be expanded upon further. At least, that is how I interpreted it; his comment did not seem to directly implicate Dove's ad campaign. In short: I think all three of you have similar opinions regarding this issue.

  • Great advert for Dove, and for Dove it works. The fashion and beauty industry as it is, will always be in the business of selling us a fantasy.

  • If this was from some kind of grass roots campaign, this would be quite clever. However from a mass market commercial entity this seems kind of weird.

    The only people that would appreciate the slightly convoluted message here are those that understand technology concepts, such as photoshopping, plugins etc. So is this Dove's effort to sell more products to the technology crowd?

  • ilove

  • Nice hack!  (See +Omkar Bhagat )

  • Agree with Richard Kelwick.  I understand Photoshop but imagine a lot of people outside the design field don't.  As for the fashion industry element I work with a client who is a model in the high end fashion world and can tell you unfortunately it's not so simple.  It's not just about physical beauty, which this ad is all about.  The psychological issues run far deeper, both in the lives of models and the young girls who idolize them.  Empower girls and women in our society, and the beauty issue resolves.

  • People have always been judged based on looks, way before the media image onslaught. The problem now is that the images are of people who are in top 1% (+ great lighting, cameras, choosing the best image out of hundreds & on top of it post production in photoshop) so unrealistic to achieve for most people which then results in a boatload of pshych issues, and not just in women. More and more in men, as well.

    It's a little similar to the eskimos becoming much more unhappy with their lives once they got access to TV & started watching stuff like 90210 showing people who looked very different from them who lived completely different lives. There's now a very high suicide rate among them. 

    Overall, most of our angst comes from wanting to be someone else. Not just in terms of looks. We're now bombarded with information about people who are better looking, much wealthier, more successful, more famous & have totally different opportunities in life. This was always the case, but the examples were much more limited.

  • That didn't make me want to buy or not buy Dove

  • Bah… People like looking at perfection… Can't complain too much about those who give people what they want.

  • was hoping for more

  • was hoping for more

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