Download or read book Critical Discourse Analysis of Dove s Campaign for Real Beauty Advertisement written by Seda Evirgen and published by GRIN Verlag. This book was released on 2020-12-21 with total page 25 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2019 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,7, Justus-Liebig-University Giessen, language: English, abstract: The purpose of this paper is to explore how Dove experienced the corporate social responsibility paradox, which occurs when a CSR campaign hurts the brand’s reputation instead of benefiting it. Dove communicates its corporate social responsibility activities, as part of its marketing strategy, through social media, which caused in some cases criticism and backlash towards the brand. Even though the message from Dove, that everyone is beautiful in their own way, was perceived positively, the way it was being advertised and represented also caused negative consumer responses toward Dove. The advertisement that was criticized and is the object of investigation in this paper, is the body-shaped bottle advertisement, that was published as part of Dove’s Real Beauty Campaign. The analysis of the advertisement will be conducted according to Fairclough’s (1989, 1995) model for critical discourse analysis. The aim of the Critical Discourse Analysis (CDA) is to explore the visuals, ideology and stereotypes behind the advertisement, what the reason for the negative responses could be, the role of social media in this context and the resulting consequences for Dove.

Download or read book Critical Discourse Analysis of Dove s Campaign for Real Beauty Advertisement written by Seda Evirgen and published by . This book was released on 2020-11-28 with total page 24 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2019 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,7, Justus-Liebig-University Giessen, language: English, abstract: The purpose of this paper is to explore how Dove experienced the corporate social responsibility paradox, which occurs when a CSR campaign hurts the brand's reputation instead of benefiting it. Dove communicates its corporate social responsibility activities, as part of its marketing strategy, through social media, which caused in some cases criticism and backlash towards the brand. Even though the message from Dove, that everyone is beautiful in their own way, was perceived positively, the way it was being advertised and represented also caused negative consumer responses toward Dove. The advertisement that was criticized and is the object of investigation in this paper, is the body-shaped bottle advertisement, that was published as part of Dove's Real Beauty Campaign. The analysis of the advertisement will be conducted according to Fairclough's (1989, 1995) model for critical discourse analysis. The aim of the Critical Discourse Analysis (CDA) is to explore the visuals, ideology and stereotypes behind the advertisement, what the reason for the negative responses could be, the role of social media in this context and the resulting consequences for Dove.

Download or read book Discourse behind Dove s Campaign for Real Beauty written by Mary McCall and published by . This book was released on 2012 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book The Language of Cosmetics Advertising written by Helen Ringrow and published by Springer. This book was released on 2016-09-28 with total page 118 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book offers a cross-cultural comparison of French and British cosmetics advertisements and explores how the discourse of beauty advertising represents ideas about femininity in French and English language contexts. As the global beauty industry expands and consumers become more critical of the claims made, the topic of cosmetics advertising discourse is examined using Feminist Critical Discourse Analysis. One common theme underlying most cosmetics advertising discourse is that the female body always requires ‘work’ to fix its ‘problems’: flat skin, dry hair, and so on. The author uses themes of language and gender, media and identity, and advertising across cultures to expose exactly what is going on in the language of cosmetics advertising and to offer a first step towards challenging these ideas and thinking about alternatives.

Download or read book Semiotic Analysis of a Dove Advertisement written by Erica Mateus and published by GRIN Verlag. This book was released on 2018-05-07 with total page 7 pages. Available in PDF, EPUB and Kindle. Book excerpt: Essay from the year 2016 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 70,00, , course: Media Theory, language: English, abstract: Advertisements are everywhere and in every form. Each company, brand, shop, etc. has at least one advert to launch its new products or services. These adverts consist of an image, a message, name of the product being sold and a hidden meaning. In media, we use semiotics to analyze an advert, with that method we are able to find the sign, the signifier and the signified items of the advert. In this essay, I will denaturalize the ideological messages in a Dove hair advertisement.

Download or read book What is Critical Discourse Analysis written by Anwar Elsharkawy and published by GRIN Verlag. This book was released on 2016-12-29 with total page 53 pages. Available in PDF, EPUB and Kindle. Book excerpt: Research Paper (postgraduate) from the year 2013 in the subject Speech Science / Linguistics, grade: Excellent, Shaqra University (Faculty of Education), course: CDA, language: English, abstract: In this paper, a historical outline of Critical Discourse Analysis (CDA) will be presented, and some notions and concepts, such as discourse, critical, text, and semiosis, will be clarified. In doing so, many relationships of CDA to other components such as social structure, social event, social practice, and orders of discourse are introduced in such ways that grant redefinitions to discourse and discourse analysis as well as show why CDA is critical and how its constructing components (critical, discourse, and analysis) draw its meaning and contribute to form its aims and principles.

Download or read book Feminist Critical Discourse Analysis written by M. Lazar and published by Springer. This book was released on 2005-01-07 with total page 260 pages. Available in PDF, EPUB and Kindle. Book excerpt: The first collection to bring together well-known scholars writing from feminist perspectives within Critical Discourse Analysis. The theoretical structure of CDA is illustrated with empirical research from a range of locations (from Europe to Asia; the USA to Australasia) and domains (from parliament to the classroom; the media to the workplace).

Download or read book Critical Discourse Analysis and Discourse of Power written by Anwar Elsharkawy and published by GRIN Verlag. This book was released on 2017-01-02 with total page 39 pages. Available in PDF, EPUB and Kindle. Book excerpt: Scientific Essay from the year 2012 in the subject Speech Science / Linguistics, grade: Excellent with honor, , course: Critical Discourse Analysis, language: English, abstract: The present paper has shown the practical part of CDA according to three scholars, namely they are Norman Fairclough, Ruth Wodak, and Teun van Dijk. Their approaches are somehow different in method and way of interpretation. While Fairclough is brought up on the systemic-functional model of theory and thus often concentrates on rather limited amounts of research material, Wodak turns to sociolinguistics and ethnography with an emphasis on corpus-based research and on work with different approaches with a variety of empirical data as well as background information. However, the notion that language is inherently social remains a key assumption in both approaches. On the other hand, similarly to Fairclough, van Dijk acknowledges three different perspectives; text, discourse practice and sociocultural practice, and emphasizes on the link between textual analysis and sociocultural analysis. However, van Dijk differentiates himself from both Fairclough and Wodak in his understanding of social events or of social institutions and power relations. To van Dijk, social cognitions mediate between micro- and macro-levels of society, between discourse and action, between the individual and the group. Therefore, the focus on social cognition governs the process of analysis.

Download or read book Advertising as Multilingual Communication written by H. Kelly-Holmes and published by Springer. This book was released on 2016-01-11 with total page 206 pages. Available in PDF, EPUB and Kindle. Book excerpt: Advertising has traditionally communicated messages to consumers with strong local and national identities. However, increasingly, products, producers, advertising agencies and media are becoming internationalized. In the development of strategies that appeal to a large multinational consumer base, advertising language takes on new 'multilingual' features. The author explores the role of advertising language in this new globalized environment, from a communicative theory point of view, as well as from a close linguistic analysis of some major advertising campaigns within a multicultural and multilingual marketplace.

Download or read book The Language of Persuasion in Advertising A Corpus based Critical Discourse Analysis written by Seda Evirgen and published by GRIN Verlag. This book was released on 2021-05-04 with total page 76 pages. Available in PDF, EPUB and Kindle. Book excerpt: Master's Thesis from the year 2020 in the subject English Language and Literature Studies - Linguistics, grade: 1,0, Justus-Liebig-University Giessen, language: English, abstract: The thesis at hand puts a special emphasis on the use of persuasive language in online native advertisements from The New York Times. After careful examination, the corpus will be compiled of three native advertisements from the field of technology, by the sponsors Intel, Dropbox and Slack. The limitation to these native advertisements and persuasive linguistic devices and techniques was necessary with regard to the scope of this thesis. As no linguistic analysis of native advertisements could be found, there also was no reference to follow. Therefore, the thesis at hand lays the foundation for further research in this area. The aim is to conduct a corpus-based Critical Discourse Analysis in order to investigate and answer two main questions: 1. Do online native advertisements make use of the same persuasion methods as previously researched for other advertising types? 2. What are the most prominent persuasive linguistic devices and techniques in the online native advertisements from The New York Times? In addition to the CDA, the corpus-based approach is expected to provide quantitative evidence of the existence of discourse and to identify repetitive linguistic patterns of persuasive language use in native advertising. The thesis will be structured as follows. First, the theoretical framework provides general information about the functions and characteristics of advertising, while further focusing on native advertisement and the language of advertising. It continues with explaining the concept of persuasive language on the basis of ethos, logos and pathos and introduces some powerful persuasive techniques in advertisement. Further, linguistic devices of persuasive language on the phonetic, lexical, morphological and syntactic level will be defined. Additionally, the concept of Critical Discourse Analysis will be explained in detail, as the thesis at hand follows the CDA framework of Fairclough. The data collection method and data analysis procedure will be outlined in Chapter 3. This is followed by an analysis of three online native advertisements from the publisher The New York Times. After the analysis, the results will be presented and evaluated in order to assess the hypothesis. Finally, the conclusion provides a summary of the findings and suggests further research opportunities.

Download or read book Feminism in the News written by K. Mendes and published by Springer. This book was released on 2011-10-03 with total page 199 pages. Available in PDF, EPUB and Kindle. Book excerpt: An exploration of the representations of the women's movement, its members, and their goals between 1968 and 2008 in the British and American press. Examining over 1100 news articles, the book analyses the nuanced ways feminism has historically been supported, marginalized and debated in the mainstream press.

Download or read book Gender Race and Class in Media written by Bill Yousman and published by SAGE Publications. This book was released on 2020-07-24 with total page 769 pages. Available in PDF, EPUB and Kindle. Book excerpt: Gender, Race, and Class in Media provides students a comprehensive and critical introduction to media studies by encouraging them to analyze their own media experiences and interests. The book explores some of the most important forms of today’s popular culture—including the Internet, social media, television, films, music, and advertising—in three distinct but related areas of investigation: the political economy of production, textual analysis, and audience response. Multidisciplinary issues of power related to gender, race, and class are integrated into a wide range of articles examining the economic and cultural implications of mass media as institutions. Reflecting the rapid evolution of the field, the Sixth Edition includes 18 new readings that enhance the richness, sophistication, and diversity that characterizes contemporary media scholarship. Included with this title: The password-protected Instructor Resource Site (formally known as SAGE Edge) offers access to all text-specific resources, including a test bank and editable, chapter-specific PowerPoint® slides.

Download or read book Deceptive Discourse in Advertising written by Stephanie Helmer and published by GRIN Verlag. This book was released on 2005-07-10 with total page 23 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2002 in the subject English Language and Literature Studies - Linguistics, grade: 2, LMU Munich (Institut für Englische Philologie), course: Empirical Linguistics: Deceptive Discourse, language: English, abstract: While the first part of this paper aims at exploring deceptive techniques through a mostly semiotic frame, focusing on automobile advertisements present in Germany in 2001 and 2002, the second part of this paper examines the role of psychological components in television advertising.

Download or read book Marketing Identities Through Language written by E. Martin and published by Springer. This book was released on 2005-11-30 with total page 286 pages. Available in PDF, EPUB and Kindle. Book excerpt: Elizabeth Martin explores the impact of globalization on the language of French advertising, showing that English and global imagery play an important role in tailoring global campaigns to the French market, with media companies undeterred by the attempts through legislation to curb language mixing in the media.

Download or read book Beginning with Disability written by Lennard J. Davis and published by Routledge. This book was released on 2017-09-20 with total page 358 pages. Available in PDF, EPUB and Kindle. Book excerpt: While there are many introductions to disability and disability studies, most presume an advanced academic knowledge of a range of subjects. Beginning with Disability is the first introductory primer for disaibility studies aimed at first year students in two- and four-year colleges. This volume of essays across disciplines—including education, sociology, communications, psychology, social sciences, and humanities—features accessible, readable, and relatively short chapters that do not require specialized knowledge. Lennard Davis, along with a team of consulting editors, has compiled a number of blogs, vlogs, and other videos to make the materials more relatable and vivid to students. "Subject to Debate" boxes spotlight short pro and con pieces on controversial subjects that can be debated in class or act as prompts for assignments.

Download or read book Not Getting Paid to Do What You Love written by Brooke Erin Duffy and published by Yale University Press. This book was released on 2017-06-27 with total page 321 pages. Available in PDF, EPUB and Kindle. Book excerpt: An illuminating investigation into a class of enterprising women aspiring to “make it” in the social media economy but often finding only unpaid work Profound transformations in our digital society have brought many enterprising women to social media platforms—from blogs to YouTube to Instagram—in hopes of channeling their talents into fulfilling careers. In this eye-opening book, Brooke Erin Duffy draws much-needed attention to the gap between the handful who find lucrative careers and the rest, whose “passion projects” amount to free work for corporate brands. Drawing on interviews and fieldwork, Duffy offers fascinating insights into the work and lives of fashion bloggers, beauty vloggers, and designers. She connects the activities of these women to larger shifts in unpaid and gendered labor, offering a lens through which to understand, anticipate, and critique broader transformations in the creative economy. At a moment when social media offer the rousing assurance that anyone can “make it”—and stand out among freelancers, temps, and gig workers—Duffy asks us all to consider the stakes of not getting paid to do what you love.

Download or read book A Very Hungry Girl written by Jessica Weiner and published by Hay House, Inc. This book was released on 2003-09-01 with total page 120 pages. Available in PDF, EPUB and Kindle. Book excerpt: A Very Hungry Girl chronicles the journey of Jessica Weiner, who spent most of her life hungering to be someone else. She was so desperate to be accepted and valued that she spiraled into an eating disorder, experiencing the attendant lack of self-esteem that rules—and almost ruined—her life. This compelling book relates Jessica's very personal story, and also captures her unique persona as she travels the country as a performer and motivational speaker listening to thousands of other people's stories. Through her work, Jessica has become the voice of her generation and speaks with a relatable and realistic point of view. Jessica's work has received national attention by The Washington Post, CNN, MTV and Teen People Magazine.