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A Rebellion Against the Metallization of the Female Body: “Dove Beyond Figures”

A Rebellion Against the Metallization of the Female Body: “Dove Beyond Figures”

Rengim Sine Nazlı
Copyright: © 2020 |Pages: 19
ISBN13: 9781799801283|ISBN10: 1799801284|ISBN13 Softcover: 9781799801290|EISBN13: 9781799801306
DOI: 10.4018/978-1-7998-0128-3.ch007
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MLA

Nazlı, Rengim Sine. "A Rebellion Against the Metallization of the Female Body: “Dove Beyond Figures”." Gender and Diversity Representation in Mass Media, edited by Gülşah Sarı, IGI Global, 2020, pp. 121-139. https://doi.org/10.4018/978-1-7998-0128-3.ch007

APA

Nazlı, R. S. (2020). A Rebellion Against the Metallization of the Female Body: “Dove Beyond Figures”. In G. Sarı (Ed.), Gender and Diversity Representation in Mass Media (pp. 121-139). IGI Global. https://doi.org/10.4018/978-1-7998-0128-3.ch007

Chicago

Nazlı, Rengim Sine. "A Rebellion Against the Metallization of the Female Body: “Dove Beyond Figures”." In Gender and Diversity Representation in Mass Media, edited by Gülşah Sarı, 121-139. Hershey, PA: IGI Global, 2020. https://doi.org/10.4018/978-1-7998-0128-3.ch007

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Abstract

Media is used as an important tool in the uniformization of the female body metallized on the axis of consumption culture. Ads are of special importance in order for these bodies, which are standardized by media bodies, to reach every segment of the society. The beauty measures of each period are introduced with these films as the main determinant for women to be happy. Moreover, these measures, which are a means of domination, can cause illnesses in which women sometimes lose their lives. In such an environment, Unilever's Dove, a personal care brand, launched a campaign called mark Beyond Figures. It continued to act with this approach in advertising films. In this study, it is aimed to determine how women analyze advertising films beyond the figures. The interviews that will be evaluated in the context of coding, criterion will be examined by reception analysis.

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