id	author	title	date	pages	extension	mime	words	sentences	flesch	summary	cache	txt
work_gywb7uvekrh5voytksdmgzxvee	Dara Persis Murray	Branding "Real" Social Change in Dove's Campaign for Real Beauty	2013	20	.pdf	application/pdf	9095	616	55	This article examines the cause branding strategy of The Dove Campaign for Real Beauty (CFRB) as semiotic analysis of the print, television, and new media texts that launched CFRB and its brand the dominant ideology of beauty; this strategy positions the corporation to usurp the feminist role This paper explores CFRB's branding strategy, wherein its "real beauty" messaging produced powerful media images communicating the dominant ideology of female beauty change convey the message that audiences should self-brand as postfeminist "real" beauties. feminist movement in this mission of "real beauty." CFRB's strategy raises questions about women's participation in CFRB) and potential consumption (in connection with selfbranded identity and postfeminist citizenship) of "real beauty" to consider its promise to By branding themselves as "a real beauty," girls and women derive their identity women's and girls' self-branding as "a real beauty" and postfeminist citizenship. research might unpack female audiences' meanings about "real beauty" and self-branding	./cache/work_gywb7uvekrh5voytksdmgzxvee.pdf	./txt/work_gywb7uvekrh5voytksdmgzxvee.txt