Das representações sobre o gênero feminino: campanhas globais e o programa Dove pela autoestima

Abstract

This Course Completion Work (TCC) proposes analyzes of the Representations of the Female Gender: Global Campaigns and the Dove Program for Self-Esteem. This work aims to analyze how Dove develops its brand in the construction of audiovisual from the launch of a product line on the market. Thus, to reflect on how strategies are built in the representation of the female gender in the campaigns of the 21st century, and the evidence of plural traits of Brazilian and world society. With this, open dialogues about discourses and power, in the performative line of aesthetics and struggles. The methodology of a basic research nature, with the objective of descriptive research in the analysis of the global campaigns of the audiovisual Dove, with a qualitative approach and procedures, the case study with the support of literature material such as books, scientific articles and legislation applicable to the object of study . And expose the use of advertising as a public relations tool on health promotion with stakeholders. Therefore, the analyzes and discussions of the senses from the eight global Dove campaigns allowed directing the development of a global vision and the integration of the areas of Marketing Management, Brand equity, Public Relations (PR) and Public Health, primordial in the organization of joint efforts, in the structure of concepts, theories, laws and applications in the planning, organization, direction and evaluation of the uniqueness of a great program.