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05 JULY 2014

A Feminist Analysis of the Dove Campaign for Real Beauty

Abstract: "Drawing from several areas of research, this thesis explores the ways in which Dove's Campaign for Real Beauty appropriates feminist themes to sell beauty products, to the detriment of female consumers. Advertising and marketing have long held the power to create, shape, and reinforce cultural norms, and for years, advertisers have been able to propagate and strengthen gender stereotypes. Though there has been a push since the late 1990s to stem the flow of sexist and potentially dangerous advertising messages about women's bodies, ads still disseminate harmful messages that contribute to the further sexualization and oppression of women in the United States. Dove is just one of the many female–targeted brands that claim to hold progressive, woman–positive ideals, while still selling products intended to make women more beautiful–supposedly the ultimate goal for any modern female. While the campaign professes a desire to increase confidence and self–esteem for women and girls around the globe, it promotes a post–feminist, consumerist agenda that actually reinforces what Naomi Wolf titled 'the beauty myth'. Linguistic and visual analyses of Dove's print and viral marketing tactics within the contexts of advertising, feminism, and consumer culture reveal that instead of 'redefining' beauty, the Dove campaign is, in actuality, reinforcing decades–old ideology about women's appearance and status in society."

(Caitlin McCleary, 2014)

McCleary, Caitlin M., "A Not–So–Beautiful Campaign: A Feminist Analysis of the Dove Campaign for Real Beauty" (2014). University of Tennessee Honors Thesis Projects. http://trace.tennessee.edu/utk_chanhonoproj/1691

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TAGS

2013advertising campaignanxietyappropriationbeauty industrybeauty productsbody imageco-optionconsumer culturecultural normsdepictions of womendissertationDove (brand) • Dove Real Beauty Sketches (2013) • drawingemotional responseemotive manipulationempowerment themeevocative advertisingfemale consumerfemale-targeted brandsfeminist analysisfeminist themesgender stereotypesgendered brands • honours thesis • marketing campaign • Naomi Wolf • physical appearancepost-feminist agenda • real beauty • Real Beauty (campaign) • redefining beauty • self-criticism • self-esteemself-perceptionsexualisation • sketch artist • sketching • The Beauty Myth (1990) • Unilever • University of Tennessee • viralviral adviral advertisingviral marketing tactics

CONTRIBUTOR

Simon Perkins
02 JULY 2014

Procter & Gamble use 'Like a Girl' viral to co-opt female consumers

"Procter & Gamble Co.'s Always today is launching 'Like a Girl,' a video ... that takes issue with generations of playground taunts about people running, throwing or fighting 'like a girl.' It asks: 'When did doing something 'like a girl' become an insult?'"

(Jack Neff, 26 June 2014, Advertising Age)

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CONTRIBUTOR

Simon Perkins
18 MARCH 2012

A week on the web: Stop Kony

"Charity Invisible Children shone the spotlight on the alleged atrocities carried out by Ugandan guerilla group leader Joseph Kony this week. The charity posted an extraordinary film on Vimeo – but soon found itself under as much scrutiny as Kony. "

(Graham Hayday, 8 March 2012, The Guardian)

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TAGS

2012activismad campaign • African Union • atrocitiescelebrity endorsementCentral Africa • Central African Republic • charity • child soldier • communities in crisiscontroversy • Cover the Night • Democratic Republic of the Congo • documentaryEast Africaemotive manipulation • fugitive • globally known • guerilla group leader • intense exposure • International Criminal Court • Invisible Children (charity) • Invisible Children Inc • Joseph Kony • KONY 2012 • Kony2012 • Lords Resistance Army • LRA • NGO • Northern Uganda • political activism • post-conflict regions • scrutiny • slacktivism • South Sudan • Stop Kony • The GuardianUganda • United States Senate • video-sharingVimeoviralviral advertisingviral campaignviral video • war criminal • widespread popularity • YouTube

CONTRIBUTOR

Simon Perkins
17 APRIL 2005

Viral Marketing: Fake-Werbung

"Viral Marketing ist eine billige Methode über das Internet Werbebotschaften zu verteilen. Die Möglichkeit relativ billig und einfach Webvideos in Form eines TV-Spots zu produzieren und zu verbreiten steht allerdings nicht nur Unternehmen offen, sondern wie so oft im Internet eben jedem, der über das technische Know-how verfügt. Dank immer besserer Tools ist es möglich die Werbespots tatsächlich wie einen professionellen TV-Spots aussehen zu lassen. Das kann natürlich zu Verwirrung bei den Konsumenten führen, weil nicht immer klar ist, woher der Fake-Spot kommt."

[Viral Marketing is a form of marketing employing the Internet as its distribution method. The low cost–threshold of digital production methods and Internet distribution allow non–professional producers to author and distribute their ads in a way not previously possible with old media. The situation has the potential to promote critique and commentary through producers being able to conceal their true motivations and identities.]

(pressetext.austria)

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TAGS

2005 • attachments • Fake-Werbung • German language • Internetlink baitviralviralviral adviral advertisingviral marketingviral marketing tacticswebvideo • werbespots • word-of-mouse
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