Imagine you're asked to assess the beauty of airbrushed photos of professional models—and then regular snapshots of your spouse, or a close family member.
A new Dove ad from Portugal does that to a group of men, sitting them down in an empty warehouse and strapping them to a heart monitor in an attempt to measure their emotional response when a screen flashing pictures of stereotypically attractive women—the kind who might grace a shampoo ad with a half-smile—suddenly gives way to pictures of wives, sisters, daughters and grandmothers.