Dove Straps Heart Monitors on Men to See How They React to Models, and Their Loved Ones

Portuguese spot makes a questionable point

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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.

The mens' reactions, as the ad tells it, go from clinical and detached to deeply invested, as they begin describing their personal connections to the women on screen and their tickers beat faster.

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