Dove recently released a racist advertisement that has too many things wrong with it, something entirely not expected from a company that boasts itself of being “socially conscious”.
Advertising and marketing are two things that have commercialised almost any and every feeling that one can have. Every brand wants to make their contribution on the recent issues of Feminism, Body Positivity, Protest Culture and everything else, in order to get Internet famous and sometimes, to even create conversations. While some ace the test, a majority of these brands fail to do justice to the concept and end up being a target of consumer rage.
We have come a long way to understand that anything racist is unacceptable in our society anymore, however, sometimes brands just can’t seem to see the bad in it. The advertisement is offensive to all those women who belong to the non-white category, and that’s a huge number.
Many came out to vent out their feelings regarding the advertisement and pointed out, how this is not the first time when Dove had mistakenly done something racist. Apart from this, many even pointed out that soap companies have been using the racist theme for a long time now. It was somehow normal, back in the day, however, it’s not anymore and which makes the advert inadmissible.
Here’s how Twitter reacted on Dove’s racist advertisement:
One racist ad makes you suspect.
Two racist ads makes you kinda guilty. pic.twitter.com/hAwNCN84h2
— Keith Boykin (@keithboykin) October 8, 2017
Let's be clear, Dove knew exactly what they were doing with their racist ad. Soap companies used to do this racist theme all the time pic.twitter.com/EzvAiExNcP
— Tariq Nasheed (@tariqnasheed) October 8, 2017
It doesn't bleach, just makes your skin smooth and moisturized all day… This ad is racist and doesn't make any sense at all
— Dzunani♍ (@Iam_Dzunani) October 7, 2017
— Claudia (@claud1a_1) October 8, 2017
Dove is only one of many companies who continue to release racist advertisements. pic.twitter.com/i4hVmYAU7U
— Black Girl Culture (@blkgirlculture) October 8, 2017
The racist dove ad is a continuation of a long history of racist soap ads.. pic.twitter.com/znOc4X1K49
— Jemisha Johnson (@jemisha_johnson) October 8, 2017
That Dove Facebook ad is so racist that Donald Trump is considering making it cabinet member.
— Michael Blackman (@MBlackman37) October 8, 2017
— BlackBallPen (@dinanodamano) October 8, 2017
— Min. Nathi Mthethwa (@NathiMthethwaSA) October 8, 2017
If it offended nobody you'd have no regret? "Things aren't racist because they are offensive. They are offensive because they are racist."
— Jessica Sims Gousse (@B4TM4NF0R3V3R) October 8, 2017
Dove has been "deeply regretting" racist ads and products for years and yet they don't seem to ever fix the problem
— Bailey, but spooky (@the_author_) October 8, 2017
— thingswithscreams (@twwings) October 8, 2017
— Sandy Alexandre 🌺 (@salexandy) October 7, 2017
Dove has since apologised for their advertisement and released a statement about it on their social media.
An image we recently posted on Facebook missed the mark in representing women of color thoughtfully. We deeply regret the offense it caused.
— Dove (@Dove) October 7, 2017
It’s just crazy to think that a bunch of people actually sat down and approved the advertisement, and not even a single person in the team or even in the company failed to see the problem in it.
Brands are trying their best to get good messages across, yet most of them fail miserably, which in return creates a huge controversy. And, with small consumer rages at a time, we might end up making things right.