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Sentidos da beleza: a estratégia discursiva da marca Dove na campanha “real beleza”

2010; UNIVERSIDADE DO VALE DO RIO DOS SINOS; Volume: 24; Issue: 56 Linguagem: Inglês

10.4013/242

1806-6925

Tais Rodrigues Dassoler, Suelen Barbosa,

Digital Communication and Language

This article aims to analyze the discourses of the advertising announcements of Dove’s “real beauty” campaign. For this analysis, we investigate the intertextuality and interdiscursivity found in four announcements of the campaing. The results points to statements made by verbal and imagetic signs that (re)produce meanings of beauty and direct the flow of consumption through their ads.