Department - Author 1
Journalism Department
Degree Name - Author 1
BS in Journalism
Date
12-2015
Primary Advisor
Dan Eller
Abstract/Summary
This study analyzes the Dove Campaign for Real Beauty, examining the brand’s overall implementation of the campaign, as well as its successes and failures. More than ten years after the launch of Dove’s first campaign, the advertising world has greatly evolved. In an ever-changing media world, Dove took the first step towards an attempt at an all-inclusive advertising campaign. This study examines the degree to which Dove’s innovative campaign set the bar for future advertisements. It demonstrates the importance of corporate social responsibility, brand management, inclusivity and the two-way symmetrical communication model.
URL: https://digitalcommons.calpoly.edu/joursp/101
Included in
Gender, Race, Sexuality, and Ethnicity in Communication Commons, Journalism Studies Commons, Marketing Commons, Mass Communication Commons, Public Relations and Advertising Commons, Women's Studies Commons