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

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dc.contributor.authorOtay Demir, F.
dc.contributor.authorKodak, Dilge
dc.date.accessioned2024-07-12T21:38:05Z
dc.date.available2024-07-12T21:38:05Z
dc.date.issued2012en_US
dc.department[Belirlenecek]en_US
dc.description.abstractThis 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.en_US
dc.identifier.endpage75en_US
dc.identifier.issn1302-633X
dc.identifier.issue43en_US
dc.identifier.startpage55en_US
dc.identifier.urihttps://hdl.handle.net/20.500.12415/7066
dc.identifier.wosWOS:000409675500005en_US
dc.identifier.wosqualityN/Aen_US
dc.indekslendigikaynakWeb of Science
dc.language.isoenen_US
dc.publisherIstanbul Univen_US
dc.relation.ispartofIstanbul Universitesi Iletisim Fakultesi Dergisien_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/closedAccessen_US
dc.snmzKY04519
dc.subjectStereotype Beautyen_US
dc.subjectCosmetic Industryen_US
dc.subjectDoveen_US
dc.titleCONFLICTS BETWEEN CONSUMERS' ACTUAL AND IDEAL SELF-IMAGE: A PROTEST APPROACH TO STEREOTYPED COSMETIC BRAND MESSAGES THROUGH DOVE'S REAL BEAUTY CAMPAIGN AND SELF-ESTEEM PROGRAMen_US
dc.typeArticle
dspace.entity.typePublication

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