Brandwashed exposes the subliminal marketing tactics companies use to get us to become lifelong customers of their products.
It’s absolutely true that companies are marketing to babies in the womb who hear messages from the outside.
A woman who gains a ton of weight in pregnancy will have a kid that becomes overweight. A woman who eats certain foods when pregnant will have a kid that loves and eats the same food.
So too with product jingles that a baby hears in utero.
Marketing tactics include using preteen girls to stage sleepovers where they give products to other girls so the company can hook customers early.
I’m at the chapter in the book where the author talks about how companies use fear to sell products.
Now: I don’t watch TV at all. I was aghast when a Dove side-of-the-bus advertisement years ago asked “Do your armpits need a makeover?”
The author talks about how Dove instills fear of unsightly armpits in women with its Go Sleeveless product campaign.
I had no idea. I was looking for the Invisible Solid–even though invisible is false advertising because the Dove Invisible Solid left white stains all over my black shirt.
Never mind the stains. Clear gel deodorant also leaves a stain if you don’t wait five minutes before getting into your shirt.
That day I saw a Dove Go Sleeveless deodorant stick on the shelf. Mind you I saw no advertisement for it. I thought it must be the Invisible Solid renamed with a catchy name.
I bought it–not knowing until I read Brandwashed that Dove is allegedly instilling fear of unsightly armpits in American women everywhere.
Who knew? I didn’t.
The plot thickens: the author reveals that a lip balm company uses ingredients that are chemically addictive. I haven’t gotten to that part of the book yet. I wonder who does this.
I recommend that everyone reads Brandwashed.
My take on this is:
You want beautiful armpits? Shave–that’s all. Guys will forever be seduced by your tits not your armpits. As long as you don’t have hairy armpits it doesn’t matter how they look. That’s the truth. The average “pig in a suit” doesn’t care how fat a woman is or how her armpits look as long as he’s going to get laid. That kind of guy would hump a fire hydrant. And a guy who’s respectful of a woman and is looking beyond Saturday night won’t care about your armpits either.
So why should we care about our armpits? Dove has set the women’s movement back 200 years.
My only criteria is: when will a deodorant come along that DOESN’T leave white stains? I could totally be brandwashed by the claim:
NO white stains. EVER.