Dr Rick Wallace

Dove Ad Crosses the Line ~ The Use of Subconscious Archetypal Programming


Dove Ad Crosses the Line ~ The Use of Subconscious Archetypal Programming

Recently, Dove body products, which is owned by Unilever, did more than simply cross the line in its Facebook ad. Dove, who has found itself in these positions before, immediately withdrew the ad and issued a weak apology, but it was too little too late.

The ad is question pictured a Black lady in a brown shirt and as she removed her shirt, which represented using Dove cleansing products, she transformed into a White woman — imagery that suggests the desired color and complexion, even for Black people, is white.

There was another ad in which they had a Black woman, a Brown woman, a White woman lined up left to right with a huge photo of them which offered before and after pictures. Again, the imagery suggests that you start off dark, which undesirable and afterward you are white, which is to be desired.

This type of subtle imagery impressions is nothing new. It is called subconscious archetypal programming and it is one of the most powerful forms of mental conditioning on the planet. The brain stores are memories as images, and these memories in the form of images create beliefs based on how the images are interpreted. Subconscious archetypal programming can be a powerful teaching tool when the images provide positive reinforcement associated with one’s identity — determining how they feel about themselves. It is also a good way to get a student to who struggle with retention to retain more information; however, when the information and suggestions presented by the imagery carries a negative connotation, the subconscious mind will interpret the meaning. For instance, in these photo ads, it is easy to see how little young Black girls or even adult Black women will interpret this as meaning being dark is not desirable.

The results are the absolute opposite for Whites who see the ad,, which will tend to reinforce their idea of superiority.

As with any other company that decides to disrespect our Blackness but still looks to accept our dollar, we must send a clear and concise message — we will not be disrespected. The way that we do that is to remove our money from that micro-economy and invest in a company that provides the same products with like or superior quality that supports Black interests.

We must protect our own interest in a world that is inherently hostile toward us. ~ Rick Wallace, Ph.D., Psy.D.

Unilever also owns Clear, Caress, Simple, Q-tips, St. Ives, TIGI, Dove, Dove Men +Care, Ponds, Vaseline, Degree Deodorant, and AXE, Nozema, NeXXus, and Lever 2000.

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