Not Signed-In
Which clippings match 'Female Consumer' keyword pg.1 of 1
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
18 SEPTEMBER 2013

Is porno-chic the new black?

"Currently there is a three–year research project going on at The University of Auckland to examine the broader effects of pornography on New Zealand society. Pornography has always been with us you could argue, so why the fuss now? One reason is the growth of the internet. Pornographic imagery is just a click away. Gonzo porn, where there is aggression directed at women, is the growth area in this multi–billion dollar industry. Question its prevalence, and you run the risk of being considered a prude in today's climate of liberal tolerance–very uncool.

It's supposed to be empowering for women to be sexual in their behaviour and dress. We are sold 'technologies of sexiness' wrapped up in the rhetoric of individual consumer choice. To be 'hot' is the aim of every pimply tween, male or female, and that means trying to refashion yourself into a porn body. Desperate effort goes into maintaining sexual currency as age takes its toll."

(Linda Tyler, 8th Sep 2013, NZ Fashion Museum blog)

1

TAGS

aggression directed towards women • Anna Jagodzinska • Anna Selezneva • Calvin Klein • Carson Parker • cool • Cosmopolitan (magazine) • Crystal Renn • Danny Schwarz • degrading behaviour • demeaningdepictions of women • Dolce and Gabbana • Domenico Dolce • Duncan Quinn • Edita Vilkeviciute • erotic scenes • eroticizing violence • fashion advertising • fashion culture • fashion modelfashion photography • FCUK • female consumer • French Connection UK • gang rape • glamourising violence • gonzo porn • group sex • Helen Gurley Brown • high fashion • Jimmy Choo • Karolina Kurkova • Lara Stone • liberal tolerance • mainstream imagery • maltreatment • Mario Sorrenti • mens fashion • Mikus Lasmanis • Natasha Poly • New Zealand Fashion Museum • normalising violence • partially unclothedPlayboy (magazine)plaything • porn body • pornification of visual culture • pornoporno-chicpornographic imagespornographicationpornography • prude • public spaceQuincy Jonesrape • refashion yourself • sadomasochistic sexsex objectsex sellssexual agencysexual behaviour • sexual currency • sexual depictions • sexual game • sexualised depictions • sexualised violence • Stephano Gabbana • Steven Klein • Steven Meisel • suggestive narratives • technologies of sexiness • Tom Ford • uncool • University of Auckland • V Magazine • violence against women • violence directed towards women • visual communication • Vladimir Ivanov • Vogue Magazine • womens fashion • young women

CONTRIBUTOR

Simon Perkins
Sign-In

Sign-In to Folksonomy

Can't access your account?

New to Folksonomy?

Sign-Up or learn more.