A Real Beleza: uma análise discursivo-crítica do corpo diferente presente na campanha Dove

• Autor(a) principal: Gonçalves, Lunara David
• Data de Publicação: 2014
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: LOCUS Repositório Institucional da UFV
• Texto Completo: http://locus.ufv.br/handle/123456789/4884
• topic: Análise do discurso; Publicidade; Comunicação de massa e propaganda; Dove; Real beleza; Discourse analysis; Advertising; Mass media and advertising; Dove; Real beauty; CNPQ::LINGUISTICA, LETRAS E ARTES

Women still hold the majority in the pursuit of the aesthetic ideal. The imposition of standards of beauty is a social problem in which maximizes the prejudice and discrimination of those who do not fit these parameters. The standards of beauty and fashion are often unreal, because they suggest a beauty that women are unable to achieve naturally. The standards are unreal because they are created or modified by technologies, computer graphics programs, etcetera. In the same way that discourses are situated and constructed socio-historically, the standards of beauty are as well, so time has a great influence in changing these patterns. Therefore, because there is no concept of absolute and universal beauty, it submits to the current culture and society. The "different body", the one that does not fit into the imposed standards, is rarely portrayed in advertising. Hence, the company Unilever, which owns the Dove brand, used the "different body" as a marketing strategy in one of its advertising campaigns. Therefore, this paper seeks to examine: how the "different body" was portrayed in such campaign, as it used ordinary women, and also featured narratives of these models. Understanding that advertising as a powerful mass media can promote models of identification and behavior, and may strengthen or break stereotypes, this work seeks to analyze: how "different body" was portrayed in such publicity, both in verbal and imagistic mode; which potentially ideological meanings articulated from the discourses; and if the discourses reinforce or negate the current aesthetic standards. Our analytical work is grounded in two theories: Textual analysis for social research by Norman Fairclough (2003) and the Visual Grammar by Kress and van Leeuwen (1996), which assisted in textual and multimodal analysis, respectively. We emphasize that the purpose of this paper is a critical analysis that aims to encourage reading and critical interpretation of discourses, especially from the media, since the discourses are invested with ideologies. We concluded in the advertisements analyzed, the images and narratives were used as strategies to sell their products, and the debate initially proposed by Dove had the intention to break stereotypes, yet in fact did not succeed in the end. The "different body" was portrayed as the imperfect body, as inverse to the ideal body.