Campanha ‘Retratos da Beleza Real’ da Dove: uma análise das estratégias comunicacionais e do impacto na percepção da diversidade

Abstract

This study analyzes Dove's advertising campaign "Real Beauty Sketches," focusing on its communication strategies to promote diversity and acceptance of real beauty. The general objective is to investigate how the campaign's discursive and visual elements contribute to deconstructing conventional aesthetic standards and fostering a more inclusive perception of body image and appearance. The adopted methodology involved a critical content and semiotic analysis of the campaign’s advertising pieces, considering aspects such as language, visual representations, and sociocultural impact. The main results indicate that the campaign employs diverse representations of bodies and beauty, combined with an emotional narrative, to create audience identification and reinforce values of authenticity. It concludes that Dove's innovative approach not only challenges prevailing beauty stereotypes but also fosters meaningful dialogue on self-esteem and inclusion.