THE REAL WOMEN CAMPAIGN- TRUE OR LIE? Blog 3

-->

I have blogged previously about Dove and Ann Summer’s real women campaigns and how they have done us British women proud. But unfortunately for this ‘real women’ campaign, not all are true to their word about showing real women in real women ads. 

Marks and Spencers real women campaign was exposed in 2012, displaying that their marketing campaign for the real women wasn’t real at all. Apparently they had done shoots starring real women wearing their products, and then reshot the photo shoots using models, having them pose in the exact same ways as the real women in the previous shoots. The fact that the models had no wobbly bits and were thin and perfect looking, was a complete insult to not only what the campaign was suppose to stand for, but British women. 

For me personally, despite not shopping at M&S for clothes, it still made me think that the company didn’t want to show real women to us at all. It was almost their way of saying, ‘we don’t think that British women are beautiful enough to star in our adverts’, which is totally cruel! 

The campaign was to promote their new underwear line to hug, hold and slim down women’s figures. After reading into this story, it showed that the real women who did originally model the new line weren’t pleased with the shoot mainly because the underwear in which they modeled didn’t fit them at all. One women said the bra was not her correct size, and another said that one of the hugging body shapers were too small. Surely modeling clothes of any sort must be shown with a true light, displaying how a product fits the body and which how it holds and enhances? If it doesn’t show this, then what is the point? 

 

-->

On a side note, looking at the recent Christmas 2012 advert to promote their winter range, the advert was, I thought very sexist. Despite including a downs boy in the children’s part of the ad, that didn’t excuse them for hardly showing any of the male clothes ranges. 50-60% was women wear, followed by the children collection, and then there were maybe two shots of a male model, modelling a suit and a winter jumper. That’s just sexist. 

  With M&S real women campaign failing to impress and then their next advert being sexist, lets just say that this company for their marketing isn’t in my good books at the moment. They are trying to win back the British public’s vote, but I feel its doing more harm than good.