Resignificación de la imagen de la mujer en la publicidad de instagram, caso de análisis Dove

Abstract

The academic article, presented below, focuses on the analysis of femvertising, a new model of publicity that employ the image of woman with the propose of established new resegnifications, looking to break the stereotypes previously established around the femininity. The objective of the article corresponds to analyze the proyect “Show Us” belonging of the brand of personal care products, Dove on Instagram, and find the latest definitions and features that make up this recent concept through a careful reading. The model of the analysis of the documentary content of the image with emphasis on the publicity photograph from the author María del Carmen Agustín Lacruz, will serve to get an understandable reading of the image of women in advertising. On the other hand, the analysis is complemented by reading the photographic message theory proposed by Roland Barthes. Finally, the analysis seeks the true objective of viralizing the femvertisign concept in Dove's ads, through its official Instagram page. Does the brand promote a transformation regarding in the way of use the image of women in advertising without stereotypes? Or is it simply a marketing strategy?