Department - Author 1
Journalism Department
Degree Name - Author 1
BS in Journalism
Date
6-2015
Primary Advisor
Dan Eller
Abstract/Summary
This study analyzes the Dove Real Beauty Campaign including branding successes and failures, corporate responsibilities, and the evolution of the brand development and management through a two-way symmetrical model. It analyzes the DRBC from a marketing and public relations perspective as well as a women’s and gender studies perspective. Dove’s Real Beauty Campaign sprung from the idea that all women are beautiful and it sought to change the status quo by showing the natural physical variation embodied by all women and inspire a broader, healthier, more democratic view of beauty. As the power of the Dove Real Beauty initiative appears to be fizzling out with its current diluted advertising, it nonetheless was a groundbreaking, revolutionary campaign that was successful in ushering in a new age of female empowerment. Dove exemplified the advantages, disadvantages, and overwhelming responsibility that came with a “real beauty” social marketing campaign. The study ultimately serves as an educational tool for the fields of marketing, public relations, and women’s and gender studies.
URL: https://digitalcommons.calpoly.edu/joursp/98
Included in
Gender, Race, Sexuality, and Ethnicity in Communication Commons, Journalism Studies Commons, Public Relations and Advertising Commons, Social Media Commons