On the About-Face web site (that is, on this blog and elsewhere on our site), we talk about a lot of ads and other media that require action from consumers. But when we say “write a letter or e-mail,” what does that really mean? I used to think about what I would say for so long that I’d never write the letters. Those days are over for me, but a lot of people don’t know what to say to these companies. Here are some tips. For an example, check out the comments in the Dairy Queen post.
(If you’ve written a particularly good complaint letter that follows these suggestions, please post it in the comments below!)
How to Write an Effective Complaint Letter about an Ad or Other Media
Opening paragraph
- Say why you’re writing. Specify the ad or other media (use the name of the ad if you know it)
- Write one VERY SHORT sentence about your problem with the ad
- Briefly say what your action is going to be (see below)
Following paragraphs
- Go into more detail about why the ad is problematic for you, for society, for women, for men, for people of color, or whatever. Be productive and descriptive. Do not say “I think” or “I believe” or “I feel” — be strong! Do not go off on a rant, even if you are angry. You will be dismissed as a crazy person if you do rant, and the company will not read your letter or take it seriously.
- Tell them again what your action will be. Always say you will not buy their product until the ad is “pulled” (no longer published, on TV, etc.). Even if you were not a customer before, tell them you were a formerly loyal customer. If you’re planning to stage a protest, say that, but don’t state the date. (more…)
May 13th, 2008
Courtesy of a tip from Feministing, this ad from Dairy Queen, showing a little girl flirting with a little boy to get him to buy her a hot fudge sundae. Now, maybe my dad would say it’s cute. Or maybe not.
There are so many things wrong here:
1) The little girl seems to know she’s attractive — why else would she assume the boy would buy her a sundae?
2) When the girl says “make it one,” at first I thought it was because she was watching her weight. Is that the advertiser’s intention?
3) An 8-year-old girl is already into courting and flirting. (Not unlike how many of them also know about being “sexy” and “hot”.) Also, she first seals the deal with the boy at the same moment the mother says the word “temptations.” Accident? I think NOT. The advertising agency wrote the script and synchronized it with the commercial’s action.
TAKE YOUR OWN ACTION: I’m gonna go let Dairy Queen know how I feel about this ad that encourages gender stereotypes that encourages girls to be dependent and manipulative. I hope you’ll do the same. Here are some ideas.
- Go to this web page to give ‘em a piece of your mind.
- If you’re a Dairy Queen customer, don’t go there for a while. (Resist!) Or pull the super-gutsy move: Go to your local Dairy Queen, ask for the manager, and tell him/her that you are not buying anything there because of this ad. Heck, fill out a complaint form while you’re there!
- Call DQ Corporate headquarters: (952) 830-0200 (I just checked the number, and yes, a real person answers.)
- Write a real, paper letter and send it to:
American Dairy Queen Corporation Headquarters
7505 Metro Blvd
Edina, MN 55439
We hope you’ll let us know whether you took these actions in our comments below, and what the result was.
- J. B.
May 9th, 2008
[Update 5/9/08: An article in AdAge today reports on a statement from Dove and the retoucher mentioned in the New Yorker article discussed below. See updates throughout this item. -J.B.]
Ah, Photoshop retouching, how you pain us, how you confuse us all. Reading a very amazing (and very long) article in the New Yorker (May 12, 2008 issue) today, I learned about the techniques and life of master photo retoucher Pascal Dangin. I encourage About-Face visitors to take the time to read the entire article, either online or in the magazine itself.
[The Dove ads: Lots of retouching? Really? Did you have to break our hearts?]
[Update: Phew — turns out there may not have been much retouching after all.]
My rose-colored glasses were cracked by this statement about his work on the Dove campaigns. From the article: (more…)
May 8th, 2008
Speaking of body image and stereotypes of women, it’s not all about thinness/fatness, is it? Take the Tyra Banks Show from today, April 24.
Black women of various skin shades were on the show talking about whether light-skinned black women have things easier, and the answer seemed to be “yes.” Adding her very sensationalistic viewpoint, one medium-skinned woman said, “I don’t want my son dating dark-skinned girls because I don’t want him bringing home any dark-skinned grandbabies.” Luckily, her 12-year-old son said he hates when she says that, because she comes off as “prejudiced.” And another darker-skinned woman finally told her lighter-skinned sister (and I mean sister, by blood) that she feels her lighter-skinned sister has had the advantage during her life. She asked “When is it my turn to be called pretty?”
These two women are sisters. That’s Tyra on the left.
You can see clips on Tyra’s web site.
And while you’re at it,
(more…)
April 24th, 2008
(Amelia playing guitar with her teeth, from
Girls Rock! The Movie, www.girlsrockmovie.com. Photo by Nicole Weingart)
Using your voice powerfully isn’t just about being a loud, outspoken bad-ass chick — something we grown women often want for girls. It’s also about finding your vulnerabilities, and turning them into strengths. This came to me, a grown woman, while watching 8- to 18-year-old girls learn how to play instruments and sing in a rock band.
Alyza (About-Face’s Director of Programs) and I saw Girls Rock! The Movie when it played in San Francisco recently. The filmmakers interviewed some of the campers at the Girls Rock Camp in Portland, Oregon, as well as their parents. What resulted was funny, fun, true, and transformational.
Watch the trailer for the movie: (more…)
April 23rd, 2008
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