Meanings of beauty: A discursive strategy in Dove’s campaign “real beauty”

Authors

  • Tais Rodrigues Dassoler
  • Suelen Barbosa Associação Educacional Bom Jesus/IELUSC

DOI:

https://doi.org/10.4013/242

Abstract

This article aims to analyze the discourses of the advertising announcements of Dove’s “real beauty” campaign. For this analysis, we investigate the intertextuality and interdiscursivity found in four announcements of the campaing. The results points to statements made by verbal and imagetic signs that (re)produce meanings of beauty and direct the flow of consumption through their ads.

Author Biographies

Tais Rodrigues Dassoler

Psicóloga, mestre em Psicologia pela Universidade Federal de Santa Catarina e professora da Associação Educacional do Vale do Itajaí Mirim/ ASSEVIM

Suelen Barbosa, Associação Educacional Bom Jesus/IELUSC

Graduada em Publicidade e Propaganda pela Associação Educacional Bom Jesus/IELUSC

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Published

2010-08-13

Issue

Vol. 24 No. 56: Year XXIV - 2010/2

Section

Articles

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