The ad reads:
(...) REAL WOMEN ONLY!I find it particularly upsetting that scars are not allowed. So many women are self-conscious about scars, and I think they could be featured in positive ways. For example, I saw an old friend of mine at the beach a couple years ago and she had silver stretch marks on her lower abdomen... I couldn't get over how beautiful and interesting they looked.. so much so that for a moment I wished that I had stretch marks (then dominant social norms kicked in and I got over it). I have a rather large scar on my leg, and I don't feel that it should affect my ability to be a "Dove Girl" (not woman, at 35-45 years of age the models are still referred to as girls)... not that I have any desire to model for Dove.
LOOKING FOR 3-4 REAL WOMEN for a DOVE PRINT CAMPAIGN!
AGES 35-45, CAUCASIAN, HISPANIC, AFRICAN AMERICAN, & ASIAN!
...YOU WILL BE PHOTOGRAPHED FOR THE CAMPAIGN IN A TOWEL!
BEAUTIFUL ARMS AND LEGS AND FACE WILL BE SHOWN!
MUST HAVE FLAWLESS SKIN, NO TATTOOS OR SCARS!
Well groomed and clean...Nice Bodies..NATURALLY, FIT Not too Curvy Not too Athletic.
Great Sparkling Personalities. Beautiful Smiles! A DOVE GIRL!!!
STYLISH AND COOL!
Beautiful HAIR & SKIN is a MUST!!
I can understand the need for "flawless skin" in the sense that Dove has acne products, and a person with acne (such as myself) could have trouble selling acne products), but scars and tattoos? I don't get it.
Also, this ad informs me that nice bodies are naturally fit and not too curvy or athletic. Like many other "love your body" type of campaigns, rather than allowing women to actually love the body that they have, it merely offers a different restrictive image that women's bodies are supposed to conform to.
And the $4000 pay for a 3 year ad campaign sounds like these models are being exploited. I wonder how much a "real" model charges for that type of ad.