Visibilidade das novas estratégias de posicionamento da Dove pelas peças da marca

Abstract

The present work takes a tour of concepts such as the creation of feelings, brand image, plastic image, representations of the female body and photographic pose. Its objective is to analyze, through some advertising pieces, the positioning change of the Dove brand from its new campaign named "The real beauty", which aims to show that there are no more feminine beauty standards. To that end, the methodology is used part of the semio-narrative theory of Andreas Semprini, along with concepts about the photographic pose of Roland Barthes. As results it was possible to observe that there is still imposition of the society on standards of beauty but today women who before were seen in a generous way, through the brand and its campaigns began to value more its natural beauty.