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USA:This ‘Dove’ model has no ‘age’ bar! |
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2005-1-6
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 Yes, Irene Sinclair, a great-grandmother at 96 has shot for a Dove ad campaign.
Cosmetic company Dove’s advertising agents found Irene emitting “positive attitude and timeless charm.”
Last year in an innovative ad campaign, Dove had employed women of all sizes that helped the company post 700 percent rise in the brand’s sales.
This month Guyana-born pensioner North London resident Irene, appears on British billboards to promote the Dove brand of facial cream.
Merlin Glozier, a 45-year-old “typical” woman featured in Dove’s latest commercials. She was selected for her striking and lustrous grey hair. There were afew more, however, some people have called it “exploitative” on the company front include an old woman in an ad campaign.
“This is absolutely cynical. It’s just like using children in advertising,” said Dr Mairead Tagg, a psychologist working for Scottish Women’s Aid.“It’s intensely patronizing. Why can’t they just put an honest message across?”
But the company says the campaign aims to challenge traditional stereotypes of beauty. “We want to challenge today’s narrow, one-dimensional and restrictive view of beauty,” said a Dove representative.
“The campaign illustrates how beauty can be expressed in many ways. We hope it will begin to pave the way for a more realistic, inclusive definition of beauty in society,” offers Abigail Storms, Dove’s brand manager. |
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