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CONFLICTS BETWEEN CONSUMERS' ACTUAL AND IDEAL SELF-IMAGE: A PROTEST APPROACH TO STEREOTYPED COSMETIC BRAND MESSAGES THROUGH DOVE'S REAL BEAUTY CAMPAIGN AND SELF-ESTEEM PROGRAM
(Istanbul Univ, 2012) Otay Demir, F.; Kodak, Dilge
This study focuses on consumers' conflict between their actual and ideal self-images, and the reflection of this conflict on definition of 'beauty'. The study assumes that cosmetic brands transfer messages similar to the ideal self, apart from the actual self; and cosmetic brand messages depend on consumers' ideal self. In addition, the study declares the facts that beauty promising brand messages are composed of analogical stereotyped models; and product and beauty messages repeat themselves number of times. In protest against this collective trend Dove initiated a campaign called `Real Beauty Campaign' which emphasizes 'actual self'. This campaign continued to exist under the project: 'Self-Esteem Program' with the ultimate aim of raising awareness of being at peace with one's appearance especially among young women. This study not only analyzes the beauty promises of cosmetic industry and the stereotypes that is made; but also discusses, from a critical point of view, the brand messages and related communication efforts by taking into account the background of the brand structure. At the same time it examines the debates within the scope of sustainable brand identity, and concentrates on the campaign themes.