(De)construction of the female beauty: discursive ethos in an ad campaign by Dove

Authors

  • Rafael Prearo-Lima Instituto Federal São Paulo - campus Bragança Paulista
  • Patrícia Silvestre Leite Di Iório Universidade Cruzeiro do Sul

DOI:

https://doi.org/10.26512/les.v19i2.16897

Keywords:

Advertising discourse, Scenography, Discursive ethos

Abstract

Beauty campaigns aimed at the female audience tend to be portrayed by beauty stereotypes that are unreachable to the ordinary woman. However, Dove’s ad campaign “Real Beauty Sketches”, launched in 2013, corpus selected in this paper, aims at valuing all types of female beauty. Under the theoretical and methodological support of the French Discourse Analysis, especially concerning the studies of Maingueneau (1997, 2008, 2013, 2014), regarding the scenes of enunciation, scenography and discursive ethos, we aim at investigating the construction of the scenography and the female discursive ethos in this ad campaign. The results of the analysis indicate a break in the discourses present in society towards the perception of women regarding their own beauty.

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Author Biographies

  • Rafael Prearo-Lima, Instituto Federal São Paulo - campus Bragança Paulista

    Doutorando em Estudos Linguísticos pela Universidade Estadual Paulista (Unesp), Instituto de Biociências, Letras e Ciências Exatas (Ibilce), campus São José do Rio Preto. Docente do Instituto Federal São Paulo (IFSP - campus Bragança Paulista).

  • Patrícia Silvestre Leite Di Iório, Universidade Cruzeiro do Sul

    Doutora em Língua Portuguesa pela Pontifícia Universidade Católica de São Paulo (PUC/SP), Docente do Mestrado em Linguística da Universidade Cruzeiro do Sul ”“ SP.

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Published

2018-10-10

Issue

Vol. 19 No. 2 (2018)

Section

Artigos

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How to Cite

(De)construction of the female beauty: discursive ethos in an ad campaign by Dove. (2018). Papers of Language and Society, 19(2), 141-155. https://doi.org/10.26512/les.v19i2.16897