Not Signed-In
Which clippings match 'Viral' keyword pg.1 of 6
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

1
2

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)

1
2

CONTRIBUTOR

Simon Perkins
26 APRIL 2014

Virality: Contagion Theory in the Age of Networks

Tony D. Sampson (2012). "Virality. Contagion Theory in the Age of Networks. University of Minnesota Press.

1

TAGS

2013 • age of networks • Alexander Galloway • antivirus industry • Antonio Negri • assemblage theory • biological knowledge of contagion • biological meme • biological metaphor • Bruno Latour • category clutter • clash of cultures • communication theory • concerns over too much connectivity • contagion • contagion theory • contagious affects • contagious assemblagescontagious desire • contagious events • contagious phenomena • contagiousness of phantomscritical position • crowd behaviour • cultural studiesdiversity • document classification • Emile Durkheimempathy • Eugene Thacker • Gabriel TardeGilles Deleuze • global cultures • global financial crisis • hybrid states of constant flows • hybridity • imposing identities • imposing oppositions • imposing resemblancesinformation exchangeinformation flowinformation theoryintangibility • limiting analysis • mass culture • mass empathy • media archeology • media studies • media theorist • medical metaphor • Michael Hardt • microbe • microbial contagion • microsociology • mindless acceptance • mindless imitation • modernism • molecular • molecular epidemiology studiesmolecule • nature of being • network analysis • network culture • network cultures • network science • network society • network theory • networked informationnetworks • neurological metaphor • neurosciencenodes and connections • non-imitation • non-linear ontology • online social spaces • ontological worldview • over categorisation • overcategorise • physical social spaces • purity • regressive listener • reliance on representational thinkingrepresentational thinkingrepresentational thinking expressed in analogiesrepresentational thinking expressed in metaphors • resist contamination • resuscitating • revolutionary contagion • social and cultural domains • social behaviour of networking • social bodies • social media • social relationalities • socialisation • sociological event • sociological studies • sociology • sociology of networks • solidarity within crowds • somnambulist • spontaneous revolution • stoic behaviour • subject indexing • terrorismTheodor Adorno • Tony Sampson • viralviral love • viral networks • virality

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)

1

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
27 FEBRUARY 2012

Kevin Allocca: Why videos go viral

"Kevin Allocca is YouTube's trends manager, and he has deep thoughts about silly web video. In this talk from TEDYouth, he shares the 4 reasons a video goes viral."

(Kevin Allocca)

Fi.1 "Kevin Allocca: Why videos go viral", YouTube: Uploaded by TEDtalksDirector on 27 Feb 2012.
Fig.2 "Nyan Cat [original]", YouTube: Uploaded by saraj00n on 5 Apr 2011.
Fig.3 "New Zealand Nyan Cat", YouTube: Uploaded by 1milliondollaz on 11 Aug 2011 [Nyan Cat + 8–Bit version of "Slice of Heaven" New Zealand singer/songwriter Dave Dobbyn with the band Herbs].
Fig.4 "bike lanes by Casey Neistat", YouTube: Uploaded by caseyneistat on 7 Jun 2011.

1
2
3
4

TAGS

8-bitAotearoa New ZealandAustraliabitpop • Casey Neistat • chiptunecommunities of practicecultural codesdigital culture • double rainbow • expectation • Friday (song) • Jimmy Kimmel • Kevin Allocca • New York • Nyan Cat • participationpixelartre-edit • Rebecca Black • remixremix culturesilly web videotaste (sociology)taste formations • tastemaker • TED Talks • TEDYouth • trends • trends manager • unexpectedness • videos that go viral • viral • viral music video • Yosemitebear Mountain • YouTube

CONTRIBUTOR

Simon Perkins
Sign-In

Sign-In to Folksonomy

Can't access your account?

New to Folksonomy?

Sign-Up or learn more.