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Which clippings match 'Emotive Manipulation' keyword pg.1 of 7
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
06 JUNE 2014

Co-option used to promote ethical consumption practices

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1967advertising analysisanimal farmschickenco-option • Compassion in World Farming (organisation) • consumption practicescrueltyemotive manipulationethical consumptionethical practicesevocative advertising • factory farming practices • farm animal • farm animal welfare • farming • food marketing • food productionintensive agriculture • intensive factory farming • intensive farminglecture formatmarketing communicationmeat production • Nestle Shreddies • poultry • poultry farming • product innovation • product labelling • product rebranding • public presentation • rhetorical fearsystemised crueltywillful ignorance

CONTRIBUTOR

Simon Perkins
06 JANUARY 2014

Arrested moment allows contemplation for what might have been

"This campaign aims to reframe the way that people look at their speed when they're driving. A person may be a good driver but they can't deny that people do make mistakes–after all, to err is only human. And in life, mistakes are made often. We usually get to learn from our mistakes; but not when driving – the road is an exception. Even the smallest of mistakes on the road can cost us our life, or someone else's."

(NZ Transport Agency, 6 January 2014)

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TAGS

2014advertising campaignAotearoa New Zealandarresting timecar crashcareless drivingco-optioncollisionconsequencescountry roadcrashdangerous drivingdrivingemotive manipulationfait accompli • fatal crash • final momentfrozen in the moment • hard-hitting • human error • impending disaster • in media res • momentary reprieve • mortalityno escape • NZ Transport Agency • police enforcement • public information adpublic information advertisementpublic service announcementroad safety • serious injury • speed limit • speeding • stop moving and consider the consequencessuffering and inevitable deaththreshold spacetime manipulationtime slowed downtransport safetyTVC • what might have been

CONTRIBUTOR

Simon Perkins
20 NOVEMBER 2013

GoldieBlox uses gender politics to target consumers

"One of the most anti–feminist songs of the 1980s, 'Girls' by the Beastie Boys, is recast as an empowering theme for young women in a new toy ad looking to break gender stereotypes.

The spot is a holiday promotion for GoldieBlox, a construction–themed board game that nearly doubled its Kickstarter goal in 2012. Game developer Debbie Sterling designed GoldieBlox to combine young girls' love of reading and characters with the engineering themes of toys typically more popular with boys, like Legos and erector sets. To that end, the ad features a massive Rube Goldberg scenario, designed by OK Go contraption collaborator Brett Doar. As the machine's workings unravel, the girls sing modified Beastie Boys lyrics: 'It's time to change/We deserve to see a range/'Cause all our toys look just the same/And we would like to use our brains.'"

(David Griner, 19 November 2013, Adweek)

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TAGS

2012adAdweekBeastie Boys • board game • Brett Doar • contraptionculture of pretty • Debbie Sterling • emotive manipulationempowerment themeengineering • engineering themes • feminist themesgender performance culturegender stereotypesgirl powergirls • GoldieBlox • interactive books • inventive power • Kickstarter • love of reading • magical contraption • OK Go • pink and prettyrepresentation of womenRube Goldberg machinetoy • toy company • young girlyoung women

CONTRIBUTOR

Simon Perkins
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