{"id":598,"date":"2013-03-08T14:23:15","date_gmt":"2013-03-08T14:23:15","guid":{"rendered":"http:\/\/awemous.co.uk\/?p=598"},"modified":"2013-03-26T02:08:56","modified_gmt":"2013-03-26T02:08:56","slug":"dove-vs-retouching","status":"publish","type":"post","link":"https:\/\/awemous.co.uk\/adverts\/dove-vs-retouching\/","title":{"rendered":"Dove vs retouching"},"content":{"rendered":"<p><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/m0JF4QxPpvM\" height=\"360\" width=\"640\" allowfullscreen=\"\" frameborder=\"0\"><\/iframe><\/p>\n<p>This is Dove Canada&#8217;s promotional piece by Olgivy Toronta of a bit of guerilla marketing they employed against the designers, art directors and retouchers who trim models in advertising to make them look more perfect. It&#8217;s a laudable goal to ask society to look at itself without the rose tinted goggles on.<\/p>\n<p>They created a\u00a0Photoshop\u00a0action (a script that runs automatically on a button press in\u00a0Photoshop\u00a0to speed up repetitive tasks), and sent it round the various forums and download sites designers visit. When pressed the Dove action removed all editing and popped up a\u00a0message\u00a0asking the designer not to manipulate our perceptions of real beauty.<\/p>\n<p>I&#8217;ve no idea how many times this was downloaded or actioned. I&#8217;m guessing that the YouTube video has been more successful than the actual Photoshop Action was. As with all these stunts, the 10-50 people that actually witness or experience guerilla marketing often have a very different view of its effect than the million or so who watch the carefully edited video later&#8230;.<\/p>\n<p>God, the music in this is awful. Seems to be a horrible trend in adverts these days. I&#8217;m off to have my ears looked at.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>This is Dove Canada&#8217;s promotional piece by Olgivy Toronta of a bit of guerilla marketing they employed against the designers, &#8230; <a title=\"Dove vs retouching\" class=\"read-more\" href=\"https:\/\/awemous.co.uk\/adverts\/dove-vs-retouching\/\" aria-label=\"Read more about Dove vs retouching\">Read more<\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[11],"tags":[6],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Dove vs retouching - Awemous Marketing Agency<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/awemous.co.uk\/adverts\/dove-vs-retouching\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Dove vs retouching - Awemous Marketing Agency\" \/>\n<meta property=\"og:description\" content=\"This is Dove Canada&#8217;s promotional piece by Olgivy Toronta of a bit of guerilla marketing they employed against the designers, ... Read more\" \/>\n<meta property=\"og:url\" content=\"https:\/\/awemous.co.uk\/adverts\/dove-vs-retouching\/\" \/>\n<meta property=\"og:site_name\" content=\"Awemous Marketing Agency\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Awemous\" \/>\n<meta property=\"article:published_time\" content=\"2013-03-08T14:23:15+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2013-03-26T02:08:56+00:00\" \/>\n<meta name=\"author\" content=\"David Edgar\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@awemous\" \/>\n<meta name=\"twitter:site\" content=\"@awemous\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"David Edgar\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/awemous.co.uk\/adverts\/dove-vs-retouching\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/awemous.co.uk\/adverts\/dove-vs-retouching\/\"},\"author\":{\"name\":\"David Edgar\",\"@id\":\"https:\/\/awemous.co.uk\/#\/schema\/person\/216eeb4df815d1be52b02ec0b0c6a69b\"},\"headline\":\"Dove vs retouching\",\"datePublished\":\"2013-03-08T14:23:15+00:00\",\"dateModified\":\"2013-03-26T02:08:56+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/awemous.co.uk\/adverts\/dove-vs-retouching\/\"},\"wordCount\":200,\"publisher\":{\"@id\":\"https:\/\/awemous.co.uk\/#organization\"},\"keywords\":[\"advertising\"],\"articleSection\":[\"Adverts\"],\"inLanguage\":\"en-GB\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/awemous.co.uk\/adverts\/dove-vs-retouching\/\",\"url\":\"https:\/\/awemous.co.uk\/adverts\/dove-vs-retouching\/\",\"name\":\"Dove vs retouching - 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