DOVE (REPRESENTATIONS) Flashcards
1
Q
How could Hall’s ideas be applied to the Dove advertisment?
A
- The advert challenges hegemonic dominate representations of motherhood by representing a realistic, unpolished version of motherhood.
Challenges the mythology of motherhood
2
Q
How could Gramsci’s ideas of cultural hegemony be applied to the advert?
A
- Dove presents itself as a ‘woke’ brand.
- However, it remains part of Unilever, a multinational corporation that also owns brands like Fair & Lovely (skin-lightening cream).
- A Marxist would argue that Dove’s progressive messaging is performative/inconsistent, designed to keep the working class engaged in consumerism/false ideals rather than challenging real systemic inequalities.
3
Q
How can Gauntlett’s theory be applied to the Dove advert?
A
- The Ad highlights the shifting identity of motherhood.
- Motherhood is represented as a dynamic identity full of imperfect and perfect moments.
4
Q
How can Zoonen’s theory be applied to the Dove Advert?
A
- Zoonen argues** culture** plays a role in informing audiences of gender roles they out to assume.
- The advert maintains the idea that women still occupy domestic roles in society and reinforces traditional gender roles.
5
Q
How can Baudrillard’s theory of hyperreality be applied to the advert?
A
- His theory suggests that media representations become more real than reality itself.
- Dove curates a vision of ‘real’ motherhood, yet it is still **idealized and marketable*
6
Q
How can Butler’s theories be applied to the Dove advert?
A
- Instances of gender performance- blue for boys, pink for girls, messy boys, lady-like girls.
- Why? They still need to appeal to traditional ideals of gender/ motherhood in order to capture a mainstream market of mothers who buy into gender roles. (buying girls pink clothes etc).reflects broader marketing/ industry trends to market certain products for boys and girls. The ad carries contradictory representations
