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Narratives of femininity as means of promotion : a case study on Dove's advertisement and audience responses

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Authors
Mustonen, Tiina
Date
2017
Discipline
Englannin kieliEnglish

 
Tutkielman tarkoituksena on selvittää, miten yritykset ja organisaatiot voivat hyödyntää kohderyhmiensä palautetta mainontansa kehittämisessä houkuttelevammaksi yleisöilleen. Sosiaalisen median nousun myötä myös yritysten ja asiakkaiden välinen suhde on murroksessa, kun yritysten sijaan potentiaalisilla asiakkailla on valta määritellä, millaista sisältöä he haluavat. Tutkielma on tapaustutkimus Doven Real Beauty -kampanjan kahdesta mainoksesta, #ChooseBeautiful ja #MyBeautyMySay. Tutkimuksessa tutkitaan, miten mainokset luovat narratiiveja naiseudesta hyödyntäen semioottisia ja diskursiivisia resursseja, ja miten näiden narratiivien avulla pyritään mainostamaan tuotetta ja brändiä. Lisäksi tutkielmassa perehdytään yleisön reaktioihin kyseisiin narratiiveihin ja tuotteiden mainontaan niiden kautta. Analyysissa hyödynnetään narratiivista ja multimodaalista tutkimusta. Lisäksi löydöksiä tarkastellaan postfeminismin ja integroidun markkinointiviestinnän näkökulmista. Tutkimuksen tulosten mukaan Dove onnistuu vetoamaan yleisöönsä hyödyntämällä moninaisia semioottisia resursseja tarinankerronnassaan. Narratiivit vetoavat yleisöön tunnetasolla, herättäen yleisössä positiivisia tunteita myös brändiä kohtaan. Useimmat katsojat kokevat, että Dove nostaa esille tärkeän yhteiskunnallisen aiheen. Tästä johtuen yrityksen kaupallinen agenda mainonnan taustalla ei vaivaa heitä. Toisaalta, osa katsojista kokee kaupallisen agendan vievän uskottavuutta Doven mainonnalta. ...
 
The aim of this study is to evaluate how companies and organisations can utilise feedback from their target audiences in order to developed their marketing and advertising efforts to become more appealing to their audiences. Due to the rise of social media, the power relationship between companies and potential clients has changed. Whereas companies used to have the power to determine what they want their clients to see, it is now the people who have the power to determine and voice out what kind of content they wish to see. The present study is a case study on Dove's Real Beauty campaign, focusing on their two recent advertisements at the time of writing, #ChooseBeautiful and #MyBeautyMySay. The study examines how narratives of femininity are created in Dove's advertising through the use of semiotic and discursive resources. Moreover, the promotion of Dove's brand and products through said narratives is also evaluated based on the use of those resources. In addition, an overview of audience responses is included to evaluate how the feedback may be utilised to further improve the company's advertising in the future. As mentioned above, the analysis is based on narrative and multimodal research. The findings are discussed from the frameworks of post-feminism in advertising, as well as integrated marketing communication (IMC). The findings suggest that Dove succeeds in appealing to most of their target audience by utilising a diverset set of semiotic resources in their narratives. The narratives thus appeal to the viewers on an emotional level, thus creating positive emotions towards the brand itself. Most viewers seem to feel that Dove is supporting an important societal cause through its advertising. As a result, they are not concerned with the promotional agenda behind the advertising. However, some viewers feel that the promotion of the brand and products through such a concept diminishes the credibility of the company. ...
 
Keywords
postfeminismi narrative multimodality Integrated Marketing Communication postfeminism discourse semiotics Tapaustutkimus mainonta kokeminen naiseus brändäys verkkomainonta kohdeviestintä kerronta narratiivisuus multimodaalisuus
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http://urn.fi/URN:NBN:fi:jyu-201710073951

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