营销美丽—多芬“真美运动”广告的商品女性主义研究.pdf

Contents

Chapter1Introduction1

1.1Background1

1.2LiteratureReview2

1.3QuestionsandSignificanceofResearch6

1.4TheoreticalFramework,MethodologyandAnalysisProcedure7

Chapter2BeautyinQuestion16

2.1DefinitionsandConceptsofBeauty16

2.2BeautyinMediaandAdvertising18

2.3BeautyandWomensBodyImage21

Chapter3CriticalAnalysisoftheDovesRealBeautyContents27

3.1Themes29

3.1.1OpposingGenderDiscrimination29

3.1.2ChallengingGenderStereotypes31

3.1.3PromotingFemalesEmpowerment33

3.2Characters34

3.2.1Age34

3.2.2Identity36

3.2.3Figure38

3.2.4Attire40

3.3TransitionofNarrativeCharacteristics41

Chapter4TheIntersectionofBeautyandCommodityFeminism44

4.1CommodityFeminismatWork44

4.2NarrativeArtistry45

4.3StrategicMessaging46

4.4ACalculatedBrandPersona48

Chapter5ConsequencesoftheCampaign50

5.1InfluenceonTraditionalBeautyStandards50

5.2InfluenceonFemalesBodyImageandSelf-esteem52

5.3DisadvantagesandPotentialHarms54

Chapter6Conclusion58

WorksCited61

DoveEvolutioninthesameyearhighlightedunrealisticappearancestandards,

transforminganeverydaywomanintoanidealizedmodel(Gill72).Doves

subsequentcampaignscelebratedwomensdiversity,includingthe2013DoveReal

BeautySketches,wherewomensself-descriptionscontrastedwithartistsrenditions,

andChooseBeautifulin2015,encouragingself-identificationasbeautiful.The

2017RealBeautyBottlessymbolizeddiversityusingdifferentlyshapedDovebody

washbottles(JohnstonandTaylor104).

Despitetheirpositiveintentions,thesecampaignsfacedcriticisms.Someargued

Dovestillemphasizedphysicalattractivenesswhileattemptingtoredefinebeauty

standards(BlackandSharma89).CriticsquestionedDovesstanceasabeautybrand

p