DOVE'S 'REAL BEAUTY' HITS A ROUGH PATCH

Jack Neff

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DOVE'S 'REAL BEAUTY' HITS A ROUGH PATCH

机译：鸽子的坎坷不平的真正的美

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Has dove jumped the shark? The brand's latest "Campaign for Real Beauty" video, in which women are tricked into believing they're wearing pharmaceutical patches that will make them feel more beautiful, is raising the ire of commentators in social and conventional media. Critics expressed outrage-saying that the study was much more about Dove branding than women's self-esteem. Unilever, however, sees big viewership numbers and overwhelmingly positive social-media sentiment.

机译：鸽子跳鲨鱼了吗?真美”运动”的视频中,女性是骗相信他们穿什么让他们觉得制药补丁更漂亮,是提高的愤怒社会和传统媒体的评论员。批评者表示outrage-saying这项研究更多关于鸽子比女性的品牌吗自尊。收视率数字和压倒性的积极社交媒体的情绪。

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《Advertising age》 |2014年第8期|6-6|共1页
作者
Jack Neff;
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原文格式 PDF
正文语种英语
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关键词
Doves; Fish (shark families); Internal Ribosome Entry SitesPatchesWomenVideotapescampaign lifesharkcriticSelf ConfidenceJournalistsSelf Esteem;

机译：鸽子;鱼（鲨鱼科）;内部核糖体进入网站补丁女性录像带活动生活鲨鱼评论家自信记者自尊;

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DOVE'S 'REAL BEAUTY' HITS A ROUGH PATCH

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