TRABALHOS DE FIM DE CURSO @PUC-Rio
| Título: | CONSUMER ATTITUDE AND PERCEPTION REGARDING THE DOVE BRAND AND THE ACTUAL BEAUTY PORTRAITS CAMPAIGN: A STUDY OF WOMEN ABOUT FEMVERTISING AND THE ATTEMPT TO EMPOWER WOMEN THROUGH CAMPAIGNS PRODUCED BY DOVE THAT EXALT FEMALE REAL BEAUTY | ||||||||||||
| Autor(es): |
MARIANA VALENTIM ALVES |
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| Colaborador(es): |
MARCUS WILCOX HEMAIS - Orientador |
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| Catalogação: | 09/NOV/2018 | Língua(s): | PORTUGUESE - BRAZIL |
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| Tipo: | TEXT | Subtipo: | SENIOR PROJECT | ||||||||||
| Notas: |
[pt] Todos os dados constantes dos documentos são de inteira responsabilidade de seus autores. Os dados utilizados nas descrições dos documentos estão em conformidade com os sistemas da administração da PUC-Rio. [en] All data contained in the documents are the sole responsibility of the authors. The data used in the descriptions of the documents are in conformity with the systems of the administration of PUC-Rio. |
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| Referência(s): |
[pt] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=35570@1 [en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=35570@2 |
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| DOI: | https://doi.org/10.17771/PUCRio.acad.35570 | ||||||||||||
| Resumo: | |||||||||||||
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The present study aims to analyze the attitude and perception of consumers of beauty products about Dove and the publicity efforts that the brand has had in order to empower and reaffirm women s trust. The research was conducted in Rio de Janeiro, with women who were divided into two groups: the brand group, which aimed to understand how the Dove brand was perceived by consumers and the advertising group, which aimed to analyze the campaign Portraits of Actual Beauty Dove and understand whether it interfered with the preference for Dove products at the time of purchase.
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