Academic literature on the topic 'Dove campaign for real beauty'
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Journal articles on the topic "Dove campaign for real beauty"
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Syaharani, Dita Indah. "THE EFFECTIVENESS OF DOVE CAMPAIGN FOR REAL BEAUTY IN AFFECTING CUSTOMERS’ PURCHASE DECISION TOWARD DOVE PRODUCTS." Advanced International Journal of Business, Entrepreneurship and SMEs 3, no. 9 (September 9, 2021): 244–64. http://dx.doi.org/10.35631/aijbes.39017.
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The emergence of social marketing campaign strategy has encouraged businesses to adopt it as their marketing strategy. However, although nowadays companies are continuously creating unique social marketing campaigns, many of them end up backfiring. Therefore, companies should create campaigns that are able to draw customers to participate and create purchase decisions. Dove brings a campaign that promotes women’s self-esteem through brand building and serves dual goals to make women feel more beautiful and sell more products, called Dove Campaign for Real Beauty. This study aims to analyze how the campaign affects customers’ purchase decisions toward the products. From the study, the factors in the campaign that affect customers’ purchase decisions toward the products will be identified. Finally, this study aims to develop marketing recommendations for the campaign to affect customers’ purchase decisions toward the products. This study uses semi-structured interviews and online survey methods to collect data and uses open coding and PLS-SEM to analyze the relationship between the variables. The results indicate that positive word-of-mouth significantly affects consumer-campaign (CC) identification, perceived cause-related marketing (CRM) motive significantly affects emotional attachment, and affective reaction, brand trust, and brand community significantly affect customers’ purchase decision through attitude toward the campaign, attitude toward the brand, and purchase intention. This study is expected to enhance marketer understandings of how the company could improve purchase decisions through social marketing campaign strategy.
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Taylor, Judith, Josée Johnston, and Krista Whitehead. "A Corporation in Feminist Clothing? Young Women Discuss the Dove ‘Real Beauty’ Campaign." Critical Sociology 42, no. 1 (January 8, 2014): 123–44. http://dx.doi.org/10.1177/0896920513501355.
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Kumalaningtyas, Nur, and Lidwina Mutia Sadasri. "CITRA TUBUH POSITIF PEREMPUAN DALAM IKLAN VIDEO DIGITAL (STUDI FEMVERTISING PADA IKLAN DOVE REAL BEAUTY)." Diakom : Jurnal Media dan Komunikasi 1, no. 2 (December 28, 2018): 62–73. http://dx.doi.org/10.17933/diakom.v1i2.19.
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Media komunikasi, secara khusus dalam konteks ini adalah periklanan, mengalami perkembangan melalui hadirnya teknologi digital. Salah satu bentuk relasi keduanya hadir dalam bentuk digital video advertising berikut beragam isu konten yang dibawanya. Citra tubuh sendiri sebagai salah satu isu yang diangkay dalam iklan bukanlah suatu hal yang baru, namun tak banyak yang mengusung isu body positivity. Salah satu merek yang mengusung citra tubuh positif secara berkelanjutan adalah Dove melalui rangkaian iklan Campaign for Real Beauty, yakni Evolution, Real Beauty Sketch, dan #MyBeautyMySay. Rangkaian iklan ini akan dianalisis mengguunakan tiga konteks unit analisis, yaitu iklan video digital, femvertising, dan citra tubuh positif. Pendekatan kualitatif diaplikasikan dengan metode analisis isi pada tiap scene atau adegan dan mengkategorikannya ke dalam unit analisis. Hasil dari penelitian ini menunjukkan bahwa rangkaian iklan tersebut menampilkan isu yang serupa, yaitu tentang pendiktean standar tubuh, penampilan, dan kecantikan perempuan yang telah berlangsung lama dan meningkatkan kegelisahan perempuan akan tubuh yang dimilikinya.kegelisahan akan citra tubuh pun dihapuskan dalam akhir iklan dengan rasa nyaman dan percaya diri yang disampaikan dengan monolog secara langsung menghadap kameran yang merupakan reresentasi dari konsep femvertising.
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Johnston, Josée, and Judith Taylor. "Feminist Consumerism and Fat Activists: A Comparative Study of Grassroots Activism and the Dove Real Beauty Campaign." Signs: Journal of Women in Culture and Society 33, no. 4 (June 2008): 941–66. http://dx.doi.org/10.1086/528849.
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Millard, Jennifer. "Performing Beauty: Dove's "Real Beauty" Campaign." Symbolic Interaction 32, no. 2 (May 2009): 146–68. http://dx.doi.org/10.1525/si.2009.32.2.146.
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Murray, Dara Persis. "Branding “Real” Social Change in Dove's Campaign for Real Beauty." Feminist Media Studies 13, no. 1 (February 2013): 83–101. http://dx.doi.org/10.1080/14680777.2011.647963.
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Lesilolo, Neldy Maria, Rustono Farady Marta, and Rewindinar Rewindinar. "Makna Kesinambungan Kampanye Green Beauty oleh Kosmetik Garnier." Koneksi 5, no. 1 (March 4, 2021): 209. http://dx.doi.org/10.24912/kn.v5i1.11021.
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The Garnier green beauty campaign conveys a message to the public through advertising media. The message is conveyed to the public regarding environmental activities that have a sustainable meaning. The green beauty campaign through advertising media shows Garnier's environmental friendly actions. Cause consumer behavior that turns into a form of responsible attitude. The purpose of this study was to determine the meaning of the sustainability of the green beauty campaign through Garnier's cosmetic advertising media. Researchers used a qualitative approach with Ferdinand de Saussure's semiotic analysis method which was signifier and signified. Methods of data collection with the method of documentation. The object of research was through the green beauty campaign advertisement and the subject of Garnier. The one-minute green beauty campaign ad is divided into seven scenes. The results of this study found the meaning of sustainability, by taking real action to become green beauty. Being green beauty is explained through verbal and non-verbal signs. Marked by each scene of the Garnier green beauty campaign advertisement, the meaning of sustainability is found. The real action starts from the production process to processing Garnier cosmetic waste.Kampanye Garnier green beauty menyampaikan pesan kepada masyarakat melalui media iklan. Pesan yang disampaikan kepada khalayak mengenai kegiatan peduli lingkungan yang memiliki makna berkesinambungan. Kampanye green beauty melalui media iklan menunjukan aksi nyata Garnier yang ramah lingkungan. Menyebabkan perilaku konsumen yang berubah menjadi wujud sikap yang bertanggung jawab. Tujuan penelitian ini untuk mengetahui makna kesinambungan dari kampanye green beauty melalui media iklan kosmetik Garnier. Peneliti menggunakan pendekatan kualitatif dengan metode analisis semiotika Ferdinand de Saussure secara signifier dan signified. Metode pengumpulan data dengan metode dokumentasi. Objek penelitian melalui iklan kampanye green beauty dan subjek Garnier. Iklan kampanye green beauty yang berdurasi satu menit dibagi menjadi tujuh scene. Hasil Penelitian ini menemukan makna kesinambungan, dengan melakukan aksi nyata menjadi green beauty. Menjadi green beauty dijelaskan melalui tanda secara verbal dan non verbal. Ditandai melalui setiap scene iklan kampanye Garnier green beauty memiliki makna kesinambungan yang ditemukan. Aksi nyata dimulai dari proses produksi sampai pengolahan limbah kosmetik Garnier.
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Barak-Brandes, Sigal, and Einat Lachover. "Branding Relations: Mother-Daughter Discourse on Beauty and Body in an Israeli Campaign by Dove." Communication, Culture & Critique 9, no. 3 (June 1, 2015): 379–94. http://dx.doi.org/10.1111/cccr.12111.
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Feng, Yang, Huan Chen, and Li He. "Consumer Responses to Femvertising: A Data-Mining Case of Dove’s “Campaign for Real Beauty” on YouTube." Journal of Advertising 48, no. 3 (May 27, 2019): 292–301. http://dx.doi.org/10.1080/00913367.2019.1602858.
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Cavert, William M. "The Environmental Policy of Charles I: Coal Smoke and the English Monarchy, 1624–40." Journal of British Studies 53, no. 2 (April 2014): 310–33. http://dx.doi.org/10.1017/jbr.2014.8.
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AbstractEarly modern London burned quantities of dirty coal that were unparalleled anywhere in Europe before industrialization, and the consequent smoky air was a matter of more serious and sustained concern than has been appreciated by either early modern or environmental historians. During the 1620s and 1630s, King Charles I and his government sought to remove smoky industries, above all large brewhouses, from the vicinity of the court in Westminster. This was part of a broader campaign for order and beauty that has been described by other scholars, but a focus on smoke highlights the very partial successes achieved by attempts to reform the real spaces of royal government. The improvement of Westminster's air during Charles's personal rule displays an early modern variety of environmental concern that was expressed through courtly display, hierarchy, distinction, and exclusion.
Dissertations / Theses on the topic "Dove campaign for real beauty"
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Infanger, Valori. "Speaking out : how women create meaning from the dove campaign for real beauty /." Diss., CLICK HERE for online access, 2010. http://contentdm.lib.byu.edu/ETD/image/etd3209.pdf.
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Infanger, Valori. "Speaking Out: How Women Create Meaning from the Dove Campaign for Real Beauty." BYU ScholarsArchive, 2009. https://scholarsarchive.byu.edu/etd/1988.
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The purpose of this study was to determine whether the Dove Campaign for Real Beauty could be used to effectively expand the media-narrowed definition of beauty. This study focused on the Onslaught video and corresponding message board. The sample included 119 posts written by 85 different message board users. Both a descriptive and interpretive content analysis based on reception analysis was used to deconstruct the message posters' interpretation and construction of individual beauty. The posters used the board primarily to express themselves, attach blame to the media and arrive at consensus. Overall, the users responded positively to the campaign. Twenty themes emerged from the posts, with the most prevalent attaching blame to the media for societal problems. The findings of this study suggest that Dove effectively created an online community where women could find a voice to express themselves and share experiences. More importantly, Dove initiated a public discussion that is a preliminary step in changing social norms. As such, the campaign should be viewed as having been effective.
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Stokvold, Mikaela, and Christina Andersson. "Skönhet vs Skönhetsideal : Hur en grupp unga kvinnor tolkar Doves kampanj ”Campaign for Real Beauty”." Thesis, Högskolan i Halmstad, Sektionen för hälsa och samhälle (HOS), 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-22353.
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Syftet med den här studien är att undersöka hur en grupp unga, svenska kvinnor mellan 20-30 år upplever de kvinnliga skönhetsidealen, samt att granska vad målgruppen anser om Doves Campaign for Real Beauty. Syftet är att studera om informanterna upplever kampanjen som ett steg i rätt riktning för att öka diskussionen och vidga begreppet skönhet. Med detta hoppas vi uppnå en större förståelse för hur unga svenska kvinnor ser på skönhetsidealen idag och om kampanjer likt Doves, är rätt tillvägagångssätt för att nå ett förändrat ideal. Teori: Delar av feministisk teori, receptionsstudier samt Stuart Halls teori om inkodning och avkodning. Metod: Två kvalitativt semistrukturerade fokusgruppsintervjuer med totalt sju kvinnor. Slutsatser: Informanterna skiljer på skönhet och skönhetsideal. De anser att Doves kampanj, Campaign for Real Beauty är ett steg i rätt riktning för ett förändrat ideal. Däremot ifrågasätter de Doves uttalade budskap med kampanjen och menar att det huvudsakliga målet skulle vara att öka försäljningen och stärka varumärket, snarare än att öka kvinnors självförtroende.
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Roedl, Sara J. "Campaigning for Real Beauty or Reinforcing Social Norms? An Analysis of the Correlation of the Dove Campaign for Real Beauty and Advertisements in Fashion Magazines." OpenSIUC, 2010. https://opensiuc.lib.siu.edu/dissertations/241.
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Since 2004, the Dove personal care product brand has received much praise for widening the definition and discussion of beauty through the use of nontraditional models in its Campaign for Real Beauty advertisements. This study examined the content of the Campaign for Real Beauty ads and the content of ads in magazines that ran Campaign for Real Beauty ads. This textual analysis of a series of five Campaign for Real Beauty billboards, commonly referred to as the Dove Vote Ads, sought to determine whether the message of the Dove Vote Ads was consistent with the Campaign for Real Beauty's stated mission of societal change and widening the societal definition of beauty. The content analysis portion of this study examined 785 female models in fashion magazine advertisements in a longitudinal analysis spanning the five years surrounding the introduction of the campaign. While the textual analysis questioned whether there were conflicting messages inherent in the Dove Campaign for Real Beauty advertisements, the content analysis sought to determine whether there was a measurable change in the appearance of stereotypical beauty ideals and gender role portrayals after the introduction of the advertising campaign. This was accomplished through an examination of the 785 female models that appeared in the September 2004 and 2008 issues of Cosmopolitan and Glamour, the highest circulation fashion magazines. This mixed-method study addressed two research questions and seven hypotheses. The manifest message of each advertisement, which encourages the audience to rethink standard notions of beauty, is contradicted by the latent themes. The five years between 2003 and 2008 saw a significant increase in diversity of the female models shown in advertisements. Additionally, women were shown as more powerful in 2008 using a variety of techniques. These shifts, if sustained over time, will serve as evidence of the social and cultural influence of advertising campaigns.
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Gualtieri, Marie. "I'm every woman college women's perceptions of "real women" in print advertisements." Honors in the Major Thesis, University of Central Florida, 2012. http://digital.library.ucf.edu/cdm/ref/collection/ETH/id/560.
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In the American capitalist society, the media is often an agent used to perpetuate ideals and to inform consumers of products that they can purchase by using multiple advertising techniques. In an attempt to counter the thin body ideal for women, some companies have begun advertising their products by using plus size models, such as the Dove Campaign for Real Beauty. The purpose of this research is to examine college women's perceptions of the Dove Campaign for Real Beauty, an advertising campaign whose goal is to reverse the stereotypical body ideal for women and broaden the definition of beauty. Some sociologists have criticized Dove for sending conflicting messages. This study is the first that focuses on women's perceptions about this potential conflict. Through the use of both quantitative and qualitative methods, this study examined if, how, and when women changed their initial perceptions toward the Dove Campaign for Real Beauty based on two separate scenarios brought to their attention. This is important because the findings suggest how consumers can change their perceptions regarding a company, in this case one that is a part of a multi-million dollar parent company, based on how a company advertises its products.B.S.
Bachelors
Sciences
Sociology
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Zhang, Xiaohui. "Media, Construction and Deconstruction of Beauty Myth : – A Case Study of Dove’s Real Beauty Campaign." Thesis, Uppsala universitet, Institutionen för informatik och media, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-124645.
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The paper examines the media portrayal of real women in Dove’s Real Beauty Campaign. Through the semiotic analysis and reception analysis of the ad “Evolution”, the author investigates how Dove attempts to challenge the myth in most beauty advertising and present the “real beauty” idea to the audiences. The study further discusses about the gender issues aroused from the campaign. The findings show that the untouchable images of women are created under the pressures of male-dominated culture. In terms of feminism, the definition of beauty needs to be diversified. The significance of the campaign lies in its business success and social meaning as well. In the end, the paper reviews the impacts of this five-year-old campaign and gives further suggestions on its future development.Keywords:Real Beauty, Denotation, Connotation, Myth, Self-esteem, Media, Feminism, Gender
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Gonçalves, Lunara David. "A Real Beleza: uma análise discursivo-crítica do corpo diferente presente na campanha Dove." Universidade Federal de Viçosa, 2014. http://locus.ufv.br/handle/123456789/4884.
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Previous issue date: 2014-03-31Coordenação de Aperfeiçoamento de Pessoal de Nível Superior
Women still hold the majority in the pursuit of the aesthetic ideal. The imposition of standards of beauty is a social problem in which maximizes the prejudice and discrimination of those who do not fit these parameters. The standards of beauty and fashion are often unreal, because they suggest a beauty that women are unable to achieve naturally. The standards are unreal because they are created or modified by technologies, computer graphics programs, etcetera. In the same way that discourses are situated and constructed socio-historically, the standards of beauty are as well, so time has a great influence in changing these patterns. Therefore, because there is no concept of absolute and universal beauty, it submits to the current culture and society. The "different body", the one that does not fit into the imposed standards, is rarely portrayed in advertising. Hence, the company Unilever, which owns the Dove brand, used the "different body" as a marketing strategy in one of its advertising campaigns. Therefore, this paper seeks to examine: how the "different body" was portrayed in such campaign, as it used ordinary women, and also featured narratives of these models. Understanding that advertising as a powerful mass media can promote models of identification and behavior, and may strengthen or break stereotypes, this work seeks to analyze: how "different body" was portrayed in such publicity, both in verbal and imagistic mode; which potentially ideological meanings articulated from the discourses; and if the discourses reinforce or negate the current aesthetic standards. Our analytical work is grounded in two theories: Textual analysis for social research by Norman Fairclough (2003) and the Visual Grammar by Kress and van Leeuwen (1996), which assisted in textual and multimodal analysis, respectively. We emphasize that the purpose of this paper is a critical analysis that aims to encourage reading and critical interpretation of discourses, especially from the media, since the discourses are invested with ideologies. We concluded in the advertisements analyzed, the images and narratives were used as strategies to sell their products, and the debate initially proposed by Dove had the intention to break stereotypes, yet in fact did not succeed in the end. The "different body" was portrayed as the imperfect body, as inverse to the ideal body.
A imposição de padrões de beleza é um problema social que potencializa o preconceito e a discriminação daqueles que não se enquadram nesses parâmetros. Os padrões de moda e beleza vigentes são muitas vezes irreais, pois propõem uma beleza que as mulheres não conseguem atingir naturalmente, pois são criados ou modificados por tecnologias, programas de computação gráfica, etc. Da mesma maneira que os discursos são situados e construídos sócio-historicamente, os padrões de beleza também o são. Dessa forma, tempo e época exercem grande influência na mudança desses padrões. Portanto, não existe conceito de beleza absoluto e universal, pois submete-se à cultura e à sociedade envolvida. O corpo diferente , aquele que foge dos padrões impostos, raramente é retratado no cenário publicitário. Por isso, a empresa de cosméticos e de produtos de higiene pessoal Unilever, detentora da marca Dove, utilizou tal tipo de corpo como estratégia em uma de suas campanhas publicitárias. A campanha intitulada Dove Real Beleza iniciou-se em 2004, não somente em mídias virtuais, mas também impressa (revistas semanais). Entendendo que a publicidade é uma mídia de massa poderosa capaz de promover modelos de identificação e de comportamento, que pode reforçar ou quebrar estereótipos, esse trabalho busca analisar: como o corpo diferente foi retratado na referida publicidade, tanto no modo verbal quanto imagético e quais os sentidos potencialmente ideológicos são articulados nos discursos, e se esses reforçam ou refutam os padrões estéticos vigentes. Nesse intento, nosso trabalho de análise é pautado nas teorias: Análise de Discurso Textualmente Orientada de Norman Fairclough (2003) e na Gramática do Design Visual de Kress e van Leeuwen (2006 [1996]), que auxiliaram na análise textual e multimodal, respectivamente. A proposta deste trabalho é incentivar a leitura e interpretação crítica dos discursos, principalmente os midiáticos, já que estes são altamente ideológicos. Percebeu-se que o debate inicialmente proposto pela Dove para quebra de estereótipos de fato não ocorre, pois há discursos normatizadores que determinam que os sujeitos precisam cuidar de si, cuidar do corpo, para se encaixarem nos padrões. O corpo diferente foi retratado ainda como antônimo ao corpo ideal.
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BRISOLLA, Marcia Regina Santos. "Representação da mulher na campanha pela real beleza dove: um estudo dos processos de significação em mensagens publicitárias." Universidade Federal de Goiás, 2006. http://repositorio.bc.ufg.br/tede/handle/tde/2783.
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Previous issue date: 2006-06-30The present essay has as a main objective to analyze the women s representation at the printed advertisements of the campaign for the real beauty Dove, published in Brazil, between 2004 and 2005. The international campaign promoted by Dove provides the stereotype s breaks of the women s images in the media. It uses at its ads common women which are not professional models. I assume, at this essay, that the visual and verbal representation in the advertisement works as an ideological mechanism to the reproduction and construction of the gender s identities. According to this perspective, and working with the theory of the cultural and gender studies, I identified the ways the women are been represented in the Brazilian edition of the campaign for the real beauty Dove. These representation are not only produced , but either reproduced, considering the meaning that surrounds in the media culture, that are related to the forms by which the conception of gender and sexuality are built to justify characteristics , behaviors and attitudes socially attributed to the women. The analyze reveled the Dove real beauty are related to attributes considered naturally female as the sensuality, seduction and the women s body exhibition to the attractiveness. At this sense, the stereotype s breaks of the women s images weren t verified, once the analyze reveled the adds strength the status quo, through the repetition of the social and cultural standards which keep as a reference the white women with straight hair, middle class, with a visually well cared body, even over weight, and excluding those ones who don t adapt to these standards. The image of the women in the campaign follows rules of representation socially accepted. The huge difference is omitted, once it takes to naturalized images of the women s body which strengths its body exhibition related to social projections to contemplation and consume.
O presente trabalho tem como objetivo analisar a representação da mulher nos anúncios impressos da campanha pela real beleza Dove, veiculados no Brasil, no período de 2004 a 2005. A campanha global propagada pela Dove propõe a quebra de estereótipos da imagem da mulher disseminada pela mídia, utilizando em seus anúncios mulheres comuns, que não são modelos profissionais. Assumo neste trabalho que a representação visual e verbal nas mensagens publicitárias funciona como um mecanismo ideológico para a construção e reprodução das identidades de gênero. Sob esta perspectiva, e trabalhando com o referencial teórico dos estudos culturais e de gênero, procurei identificar a forma pelas quais a mulher está sendo representada na edição brasileira da campanha pela real beleza Dove. Tais representações não são apenas produzidas, mas também reproduzidas, considerando os significados que circulam na cultura da mídia, relacionados às formas pelas quais as concepções de gênero e de sexualidade são construídas para justificar características, comportamentos e atitudes atribuídas socialmente às mulheres. As informações obtidas com a análise revelaram que a beleza real proposta pela marca está atrelada a alguns referenciais e atributos considerados naturalmente femininos como a sensualidade, a sedução, a exposição do corpo feminino para contemplação e atratividade. Nesse sentido, não foi constatada a inovação e a quebra de estereótipos proposta pela Dove, pois a análise revelou que os anúncios publicitários reforçam o status quo por meio da prática repetitiva das normas sócioculturais que mantém como padrão de referência a mulher como sendo branca, cabelos lisos, classe média, corpo visivelmente bem cuidado mesmo com alguns quilos a mais, enquanto excluem aquelas que não se adaptam a essas normas. Afinal, a imagem das mulheres na campanha segue um padrão de representação aceito socialmente, a diferença significativa é silenciada, o que remete as imagens naturalizadas do corpo feminino que reforçam a exposição do corpo da mulher submetido a projeções sociais para contemplação e consumo.
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Amaral, Ana Cristina. "Dove Real Beauty Campaign: a local perspective." Master's thesis, 2017. http://hdl.handle.net/10362/25593.
Full textBook chapters on the topic "Dove campaign for real beauty"
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Marshall, P. David, and Joanne Morreale. "Advertising and Social Action: Dove and Real Beauty." In Advertising and Promotional Culture, 191–210. London: Macmillan Education UK, 2017. http://dx.doi.org/10.1057/978-1-137-02625-5_11.
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BUKAT, Monika Katarzyna, and Cosimo MIRAGLIA. "DOVE “THE REAL BEAUTY”, TRA RIVOLUZIONE E NUOVI STEREOTIPI." In Comunicación, género y educación, 539–47. Dykinson, 2019. http://dx.doi.org/10.2307/j.ctvktrwjp.72.
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Casey, Steven. "The CBI." In The War Beat, Pacific, 189–218. Oxford University Press, 2021. http://dx.doi.org/10.1093/oso/9780190053635.003.0010.
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Although generals and reporters in the Pacific complained that their campaigns were being neglected at home, the China-India-Burma theater was to many Americans the real backwater. The media had done a good job covering the searing defeat in Burma in 1942, but for the next two years it showed little interest in Joseph Stilwell’s efforts to revamp his complex command, build up supply dumps in India, and turn the Chinese troops in India into a new force. Media interest started to grow when Stilwell launched an offensive in 1944, with reporters devoting most of their attention to the exploits of Merrill’s Marauders, but then the censors clamped down hard on the stalemate at Myitkyina. By October 1944, Stilwell had created so many enemies in the theater that Roosevelt decided to relieve him just days before the presidential election.
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Nazlı, Rengim Sine. "A Rebellion Against the Metallization of the Female Body." In Advances in Media, Entertainment, and the Arts, 121–39. IGI Global, 2020. http://dx.doi.org/10.4018/978-1-7998-0128-3.ch007.
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Media is used as an important tool in the uniformization of the female body metallized on the axis of consumption culture. Ads are of special importance in order for these bodies, which are standardized by media bodies, to reach every segment of the society. The beauty measures of each period are introduced with these films as the main determinant for women to be happy. Moreover, these measures, which are a means of domination, can cause illnesses in which women sometimes lose their lives. In such an environment, Unilever's Dove, a personal care brand, launched a campaign called mark Beyond Figures. It continued to act with this approach in advertising films. In this study, it is aimed to determine how women analyze advertising films beyond the figures. The interviews that will be evaluated in the context of coding, criterion will be examined by reception analysis.
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Hoffmann, Roald. "Narrative." In Roald Hoffmann on the Philosophy, Art, and Science of Chemistry. Oxford University Press, 2012. http://dx.doi.org/10.1093/oso/9780199755905.003.0012.
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What does a political campaign have to do with tetrahedrane, a beautiful yet unstable hydrocarbon with four CH groups at the corners of a tetrahedron? Just look and listen (you’ll have a hard time not doing so) to the onslaught of masterfully crafted oversimplifications thrown at you in any campaign, by all the parties. And think about why people—no, not you, of course—succumb to it. It has something to do with the reasons why we lust for the elegantly simple molecule in the shape of a Platonic solid or the beautiful (and preferably, soluble) equation. I want to think about what gives us satisfaction in science when simplicity fails us, as it must, in a real world. If one can make any generalization about the human mind, it is that it craves simple answers. The ideology of the simple reigns in science, as it does in politics. So we have the romantic dreams of theoreticians (for example, Dirac) preferring simple and/or beautiful equations. And the moment Richard Smalley, Harold Kroto, Robert Curl and their coworkers intuited that the C60 peak in their laser-ablated carbon mass spectrum came from a molecule that should grace the flag of Brazil, I believed it. It could not be otherwise. And they were right. Simplicity, symmetry, and order ride a straight ray into our souls. I wonder why? Perhaps (this is far out) we have evolved a psychobiological predilection for the qualities of the world that rationalize our existence as locally contraentropic creatures that build molecules and poems. And I am a little unfair to the creative force implicit in the psychological imperative for the simple. The cult of mathematical simplicity as beauty is a reaching for essences that parallels the compact truthtelling of poetry. This is what Dalton, Dirac, and Einstein aspired to. And this perspective has led to “the majesty, subtlety, and grace of science, and her deepest insights and discoveries,” as Michael Fisher so aptly put it. But what if the world is determined by us, by scientific us, to be complex, unsymmetrical, and moderately chaotic? How do we find satisfaction, and I do mean psychological satisfaction, in such a world? I think the answer is simple (I’m smiling).