Well, I chose The Dove Campaign for Real Beauty because I think it’s an interesting yet complicated campaign. The campaign itself brings up a lot of questions and a lot of issues that relate not only to consuming and advertising but to society’s norms and society’s perceptions of what is beautiful.
In the past fifty years society has made huge progressive leaps forward- yet the beauty standard seems to be standing still if not growing more important and difficult to obtain. Is the Dove campaign marketing and even exploiting the fears women have of not meeting these beauty expectations? Or is Dove ( owned by Unilever) really trying to motivate change? This research project dares to find out….Stay tuned ….
Citations
1. David TA Wesley, and Thomas Gey. “”Hips Feel Good” – Dove’s Campaign for Real Beauty TN. ” Richard Ivey School of Business Case Collection: 8B07A10: “Hips Feel Good” – Dove’s Campaign for Real Beauty 26 February 2010 ABI/INFORM Complete, ProQuest. Web. 1 Dec. 2010
2. Hopper, Jessica. “The Dove Campaign: Conforming or Transforming?.” National NOW Times 38.3 (2006): 16-18. Academic Search Premier. EBSCO. Web. 1 Dec. 2010.
3. Lezama, Rosaura, Sarah Henry, and Heidi Dangelmaier. “Dove [D]evolution.” BusinessWeek Online (2007): 8. Academic Search Premier. EBSCO. Web. 1 Dec. 2010.
4. Bisseil, Kimberly, and Amy Rask. “Real women on real beauty: Self-discrepancy, internalisation of the thin ideal, and perceptions of attractiveness and thinness in Dove’s Campaign for Real Beauty.” International Journal of Advertising 29.4 (2010): 643-668. Business Source Premier. EBSCO. Web. 12 Dec. 2010.
5. “Dove Campaign for Real Beauty case study.” Dove Campaign for Real Beauty Case Study: Innovative Marketing Strategies in the Beauty Industry (2005): 1-14. Business Source Premier. EBSCO. Web. 12 Dec. 2010.
6. “Campaign Annual 2007: Top 10 Virals: DOVE ‘CAMPAIGN FOR REAL BEAUTY, ONSLAUGHT’.” Campaign (UK) 50 (2007): 38. Business Source Premier. EBSCO. Web. 12 Dec. 2010.
7. Nguyen, Maria. “Case Study: Dove’s Real Beauty.” B&T Weekly 57.(2007): 30. Business Source Premier. EBSCO. Web. 12 Dec. 2010.
8. “Company Spotlight: Unilever.” MarketWatch: Global Round-up 4.8 (2005): 96-102. Business Source Premier. EBSCO. Web. 12 Dec. 2010.
9. Dobson, Sarah. “Dove still keeping it Real.” Marketing Magazine 111.17 (2006): 4. Business Source Premier. EBSCO. Web. 12 Dec. 2010.
10. Dobson, Sarah. “Dove building some self-esteem.” Marketing Magazine 111.30 (2006): 4. Business Source Premier. EBSCO. Web. 12 Dec. 2010.
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