With the introduction of a new seal, the body care brand Dove is setting another example for more realistic advertising. Since July, the “No Digital Distortion Mark” has been successively adorning Germany’s advertising materials, indicating that the women depicted there have not been falsified by digital image editing.

For many years now, the Dove body care brand has been committed to a healthy awareness of beauty worldwide. The brand, which belongs to the Unilever Group, especially aims at supporting children and young people in developing a realistic ideal of beauty. For this reason, Dove has not included models in its advertising campaigns since 2004 and instead shows real women as they really are: “Not perfect at all, but nevertheless self-confident, cheerful – and beautiful”.

No to digital image editing

Now the company is going one step further: with the introduction of the “No Digital Distortion Mark” on its advertising materials, Dove is clearly saying no to digital image editing. Since July, several advertising formats throughout Germany have been marked with the seal, and from January 2019, all motifs depicting women worldwide will be marked with the seal, according to a press release. The aim is to make the difference between realistic and digitally processed advertising materials recognizable so that women and girls understand that many of the ideals of beauty depicted in advertising are far from reality.

Women and young girls “exposed to unrealistic ideals on a daily basis”

In fact, the unrealistic representations in advertising have a profound negative effect on the viewer. “The presentation of digitally perfected images conveys a goal that cannot be achieved and leads to a feeling of imperfectness. This especially applies to young girls. They grow up in a world marked by Image editing and filtering and are exposed to unrealistic ideals every day,” explains Jess Weiner, professor at the University of Southern California.

The Dove Global Beauty and Confidence Report published in 2016 confirms this. 69 percent of the 10,500 women and girls from 13 countries surveyed feel under pressure from the media to conform to an ideal of beauty that is unattainable for them. “Brands can do more to authentically represent reality and thus relieve young people of unnecessary pressure. In this way we can make a positive contribution to the development of a strong and self-confident generation,” says body image expert Philippa Diedrichs.

Sophie Galvani, Global Vice President of Dove, sees the seal as an orientation aid for women. This allows women and girls to directly recognize what is real and what is not. “In this way, we want to reduce the generally prevailing pressure on beauty. We hope that other brands will do the same,” Galvani said.




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Link: Corporate website of the Unilever subsidiary Dove

Image: Dove