Reklama Review

Alex Shifrin from eXile writes in Dove Drops the Soap about the company's new adoptation campaign in Russia. A very bizarre one. Actually they use the same message, ideas and slogans for all countries where they sell the brand no matter how different cultures and demographic situations are.

Some have argued that this is important because it maintains international brand continuity, but the reality is that often times, it alienates international markets because of different mindsets and cultural assumptions as well as poor translations.

This latest Dove effort is a prime example of how adaptation can go wrong. I'm not arguing against the validity of feminism in general, nor am I trying to downplay the importance of "inner beauty." Well, maybe I am. Maybe because everyone knows that it's because "inner beauty" is one of those wretched consolation prizes, like "good personality," which you grant to those who aren't...beautiful. This Beauty-Myth-for-consumerists may work in suburban North America, but not here.

But my main point is that the kind of mindset which values this alleged "inner beauty" carries more weight in other markets, such as in the West. And perhaps ONLY the West.

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