Well, remember that "too curvy" means too fat and "too athletic" means "overly" muscled and thus "manly" or else "too" skinny and thus not enough hips/boobs/butt to be sexy. I MEAN DUH.

Also, Dove DOES retouch photos for ads. It's not as extreme as other ad campaigns but they ARE still doing it AND they do pose women in provocative/sexy poses (like the woman in her underwear getting into a pair of jeans, all bent over, boobs out). Womens' bodies are objectified in ads targeted at women. We are commodities for ourselves.