I am a student of sociology. I remember one of my first sociology classes where we were given copies of smut magazines and told to cut out pictures of the “women” (well, they were women before the computers got to them), post them on a board, and then explain how the image objectified females.
This class was lead by a secular feminist, and even though I did not like the fact that we were being given some of the most disgusting glossy publications I have ever seen, it seemed to open up the eyes of many students to what I, as a Catholic, have known for a long time. I do not, though, feel that it had to be done with pornography to be effective.
Last year when Dove came out with their flash video showing how the female appearance is computer manipulated in the popular media, I applauded their efforts. They were not the first to do this, but theirs has received the most coverage.
Now Dove has this Pro-Age ad (disclaimer: contains nudity) and as a woman I have some problems with it and as a Catholic Sociologist I feel that it has some cultural implications which most people will probably not consider.
Feminists are probably lauding this campaign which, is really an cleverly concealed objectification of women, painted with the colors of supposed liberation (umm… Planned Parenthood, anyone?). The deception of the campaign is so cleverly disguised as to be insidious. At the outset it is attractive, but WHAT is being said the beauty of a woman? WHAT is being sold? Skin. Dove sells skin products, they want you to look at the SKIN, the BODY, not the person or who they are.
Yes, the women are smiling. Great. Yes, the women agreed to pose, BUT (and here is the clincher) Dove is not saying that the women are beautiful because of their age, grace, experiences, wisdom, and good hearts - Dove is saying that they are beautiful because of the appearance of their skin.
This campaign is doing the exact opposite of its goal (”Women can be beautiful at any age.”) because through it older women are being sexualized. “Look at me! I am an object! I am selling a product to you - my skin! I am selling my body!” It is not the PERSON but the BODY which is being emphasized and this is EXACTLY WHY sexual sins are sins - they separate the person, their spirit and who they are (which is one) from their body.
At the bottom of this entire issue is a poor understanding of beauty, which is not “only skin deep”. Beauty is in a person’s heart, mind, kindness, charity, wisdom, experiences, grace — in their personality and soul. If someone is beautiful you can see it in their eyes. Some of the most beautiful people whom I have met have been severely deformed special needs students with whom I have worked . Real beauty reveals God to others through our actions; we mirror divine goodness. We are beautiful because God is beautiful and he lives in us. This is why we are made in “God’s image and likeness”.
I would like to end with a poem that perhaps Dove should consider when they make their next campaign ad. It is called “Audrey Hepburn’s Favorite Beauty Tips“. They could take this and show women performing some of these actions and have a tag line like “We at Dove believe beauty is not only skin deep. New Dove Pro-Age was formated to support the beauty that you naturally are.” Then cut away to scenes of women doing the below actions with the poem flashing up on the screen for the first four. I think that would be a much better way to show the beauty of older women., but hey, that’s just me.
For attractive lips, speak words of kindness.
For lovely eyes, seek out the good in people.
For a slim figure, share your food with the hungry.
For beautiful hair, let a child run his or her fingers through it once a day.
For poise, walk with the knowledge you’ll never walk alone.
People, even more than things, have to be restored, renewed, revived, reclaimed, and redeemed; Never throw out anybody.
Remember, If you ever need a helping hand, you’ll find one at the end of your arm.
As you grow older, you will discover that you have two hands, one for helping yourself, the other for helping others.
The beauty of a woman is not in the clothes she wears, the figure that she carries, or the way she combs her hair. The beauty of a woman must be seen from in her eyes, because that is the doorway to her heart, the place where love resides.
The beauty of a woman is not in a facial mole, but true beauty in a woman is reflected in her soul. It is the caring that she lovingly gives, the passion that she shows, and the beauty of a woman with passing years only grows!
by Sam Levenson
