As ever-blunt Chris notes:
Personally, I think that the Dove campaign is both right and wrong. If they’re trying to suggest that one does not need to look perfect to be attractive, then they’re absolutely correct. But if they’re trying to suggest that the flaws actually increase one’s attractiveness, then I disagree.
Of course, women don’t need all 10 features in order to look attractive (remember, you only need 70 percent in order to get an A!). But that doesn’t mean that the way to look attractive is to explicitly reject these norms. Unfortunately, the Dove ads sometimes sounded like that.
Sure, the girl with single eyelids is quite pretty. But she’s pretty in spite of, not because of, the single eyelids. The best we can say is that having double eyelids is a less important determinant of beauty than say, having a small nose or high cheekbones. But no, single eyelids are not twice as nice.
First - some of the aims of the campaign are laudable, and I would agree with them on public-choice grounds. That said, Chris is correct in his analysis that the visual aspect of the advertising operates on the substitutability of beauty. We are inclined to accept the models as ‘beautiful’ despite their flaws because they make up for it with other components of beauty - in short, beauty is multicausal and modular. Perfectly acceptable. However, this is intended to reinforce the unrelated claim of Dove’s campaign for real beauty: that the flaws of the models are actually assets and constitute ‘true’ beauty.
This is more than mere egalitarian-fetishist celebration of mediocrity. They seek to invert (not merely subvert) the dominant aesthetic paradigm and institute a new concept of what is beautiful, what is feminine, what is desirable. The disparity between the intended message of the campaign and the advertising that it operates on strikes me as intellectually dishonest. This is unsurprising, the prime mover is commercial.
Perhaps the campaign for real beauty should focus more on substitutability and equivalence, the way Bridget Jones and Kim Sam-soon work: that unattractive women can be desirable for other reasons, which might be more important.