Not Signed-In
Which clippings match 'Beauty Industry' 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
30 JULY 2013

Is Photoshop Remixing the World?

"Photoshop has completely revolutionized our visual culture. Artists now use Photoshop to create complex imagery that would have been impossible 20 years ago. It has also profoundly changed the art of photo retouching, turning a labor intensive process into an artful and often controversial digital workflow. But possibly the most current and expressive influence can be seen in meme culture online. With the ability to alter any image in the media landscape, everyday people now have the means to critically comment on culture and spread their ideas virally, leveling the playing field between traditional media creators and consumers. Photoshop has changed the way we communicate, the way we express ourselves, and the way we view the world and each other."

1
2

TAGS

altering images • amateur cultural productionbaroquebeauty industry • Chris Buck • complex imagery • compositingcreative practice • critically comment • digital workflow • Don Caldwell • everyday people • expressive influence • Jeff Huang • labour intensive • Laurent Le Moing • Matt Jones • Matthias Vriens • media consumermedia landscapememe culturememesOff Book • online discourse • PBS • pepper spraying cop • photo manipulationphoto retouchingPhotoshop • photoshop disasters • photoshopped • photoshopping • producers and consumersquestioning traditionsremix culture • Robert Maxwell • thumbs and ammo • traditional media creator • Txema Yeste • visual communicationvisual culturevisual effectsworkflowworkflow tool

CONTRIBUTOR

Simon Perkins
03 FEBRUARY 2009

Truth In Advertising: Breaking The Spell Of Consumerism

Most Americans haven't heard of the Media Foundation or its magazine Adbusters: Journal of the Mental Environment, but each day, more and more people get hit by one of its "mindbombs." That's what Kalle Lasn – editor of Adbusters and cofounder of the Media Foundation – calls the organization's "subvertisements": advertisements aimed at subverting consumer culture.

Nearly everyone is familiar with Joe Camel, the cartoon camel used by RJ Reynolds for ten years to sell cigarettes – especially to children, critics said. In response, Lasn's Media Foundation gave us Joe Chemo, a bald camel lying in a hospital bed with IVs in both arms. Another cigarette–ad parody showed a Marlboro Man look–alike smoking a limp cigarette over the caption "Smoking Causes Impotence."

Still other counterads have taken on alcohol (a battered child seen through a vodka bottle, with the caption "Wipe That Smirkoff"), food monopolies, the fashion industry, and consumer culture in general.
...
Central to all of Lasn's work is the fight against corporate control, not only of politics, but also of our hearts and minds. He has written, "I see Americans and Canadians as having lost spontaneity, verve, individuality and having become consumer drones. We are like rats in a box, and the box is the shopping mall. It's funny but also very sad. You have to wonder sometimes, 'Are we really still free?'
(Derrick Jensen, The Sun Magazine)

[YouTube clip titled 'The Beauty Industry is the Beast']

1

TAGS

Adbustersadvertisingadvertising images • anorexia • anti-fashion • beauty constructionbeauty industrybody • bulimia nervosa • consumerismcritical commentaryculture jamming • Joe Camel • Joe Chemo • Kalle Lasn • Marlboro (cigarette) • Media Foundation • mindbomb • obsession • RJ Reynolds • smoking causes impotencesubvertisements

CONTRIBUTOR

Simon Perkins
02 FEBRUARY 2009

The Photoshop Beauties: Before and After

"Usually we don't realize the hours of photoshopping spent on magazine and advertising images before publication. The raw photographic material reveals a lot about the fine craft of 'beauty construction'. The photo above shows documentary maker, former soap actress and challenger of the beauty industry Sunny Bergman, before and after 'the photoshop'.

Sunny's latest documentary Beperkt Houdbaar (Limited Preservation) makes a powerful analysis of the cultivation of the body for the beauty industry's economic benefit."
(Next Nature)

1

CONTRIBUTOR

Simon Perkins
06 JULY 2008

Dove Evolution: exploiting female anxiety about beauty and self esteem

Dove co–option through the use of female anxiety about beauty and self esteem.

1
2

CONTRIBUTOR

Lynne Ciochetto
Sign-In

Sign-In to Folksonomy

Can't access your account?

New to Folksonomy?

Sign-Up or learn more.