June 23rd, 2011 By Jack Morton
Martha Stewart was 15 (!) when she played a Mom in this commercial. And it’d be easy to write off this out-of-touch, smoke-and-mirrors practice as that of marketers 50 years ago.
But the unfairly idealistic portrayal of Moms continues. And marketers are the ones losing out. Because 3 out of 4 Moms say marketers don’t know what it’s like being a Mom. And 4 out of 5 Moms say marketers don’t depict their lives accurately.
So we know Dove was early to the party with “Real Beauty” and exposing retouching in marketing. And the American Medical Association is coming out in favor of a ban on retouched bodies in ads.
But isn’t it time to admit it: being a Mom isn’t pretty.