The Resource Professional graduate project : the real deal with real beauty : an exploration of young perspectives on Dove's Campaign for Real Beauty, Lauren R. Beard

Professional graduate project : the real deal with real beauty : an exploration of young perspectives on Dove's Campaign for Real Beauty, Lauren R. Beard

Label
Professional graduate project : the real deal with real beauty : an exploration of young perspectives on Dove's Campaign for Real Beauty
Title
Professional graduate project
Title remainder
the real deal with real beauty : an exploration of young perspectives on Dove's Campaign for Real Beauty
Statement of responsibility
Lauren R. Beard
Title variation
  • Real deal with real beauty : an exploration of young perspectives on Dove's Campaign for Real Beauty
  • Real deal with real beauty
Creator
Subject
Genre
Language
eng
Summary
This journalism master's project includes a professional work component and an analysis component. The professional work component details the author's experiences working as an intern at AdKarma as an online advertising network manager. The author worked "to ensure publishers' campaigns are trafficked correctly, working properly, reporting revenue and being optimized. [The author also checked] publishers' ad quality and assisted team members in removing non-approved ads from the rotation of advertisers. [The author also spent] time prospecting for new publishers that would be a good fit for AdKarma's service." (p. 87) Includes field notes and examples of work. In the analysis component regarding Dove's Campaign for Real Beauty: "Despite the outstanding recognition and praise (and sales!) that Dove's campaign has received, the 'real' approach to advertising remains rare within the industry. In addition to personal opinions, research on the strategy's effectiveness has proved inconclusive (e.g. Henderson-King & Henderson-King, 1997, p. 413). The purpose of this research is to account for these inconsistencies by exploring how two personal, intertwining variables--media consumption behavior and self-esteem--moderate the strategy's effectiveness. In particular, it examines how the campaign's self-esteem message (successfully or unsuccessfully) resonates with young women who have varying levels of self-esteem. By describing how self-esteem and consequent media use moderate personal evaluations of Dove's CFRB, this research aims to provide advertisers with a clearer profile of individuals for whom self-esteem approaches work most effectively, as well as those for whom it proves less effective." (p. 29) Includes a literature review
Cataloging source
MUU
http://library.link/vocab/creatorName
Beard, Lauren R
Government publication
government publication of a state province territory dependency etc
Illustrations
illustrations
Index
no index present
Literary form
non fiction
Nature of contents
  • bibliography
  • theses
http://library.link/vocab/subjectName
  • Advertising
  • Internet advertising
  • Advertising campaigns
  • Advertising
  • Women in advertising
  • Body image in women
  • Internet advertising
  • Journalism
Label
Professional graduate project : the real deal with real beauty : an exploration of young perspectives on Dove's Campaign for Real Beauty, Lauren R. Beard
Instantiates
Publication
Contributor
Thesis advisor
Note
  • "Spring 2012."
  • Professional project report submitted in partial fulfillment of the requirements for the degree of Masters of Arts in Journalism from the School of Journalism, University of Missouri--Columbia
  • Committee chair: Glen Cameron
Bibliography note
Includes bibliographical references
Carrier category
volume
Carrier category code
nc
Carrier MARC source
rdacarrier.
Content category
text
Content type code
txt
Content type MARC source
rdacontent.
Control code
799039338
Dimensions
28 cm
Extent
100 leaves
Media category
unmediated
Media MARC source
rdamedia.
Media type code
n
Other physical details
color illustrations
System control number
(OCoLC)799039338
Label
Professional graduate project : the real deal with real beauty : an exploration of young perspectives on Dove's Campaign for Real Beauty, Lauren R. Beard
Publication
Contributor
Thesis advisor
Note
  • "Spring 2012."
  • Professional project report submitted in partial fulfillment of the requirements for the degree of Masters of Arts in Journalism from the School of Journalism, University of Missouri--Columbia
  • Committee chair: Glen Cameron
Bibliography note
Includes bibliographical references
Carrier category
volume
Carrier category code
nc
Carrier MARC source
rdacarrier.
Content category
text
Content type code
txt
Content type MARC source
rdacontent.
Control code
799039338
Dimensions
28 cm
Extent
100 leaves
Media category
unmediated
Media MARC source
rdamedia.
Media type code
n
Other physical details
color illustrations
System control number
(OCoLC)799039338

Library Locations

    • Journalism LibraryBorrow it
      102 Reynolds Jrnlism Institute, Columbia, MO, 65211, US
      38.947290 -92.328025
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