Social responsibility, diversity and marketing: the discourse of the campaign “Dove - Real beleza”
Abstract
Under the Paradigm of Complexity (Morin) and based on theories about the notion of social responsibility, the article proposes a reflection designed to further the understanding of the appropriations/updates of the idea of diversity/respect for diversity carried out by Dove in its advertising campaigns “Dove – Real Beleza” and “Verão sem Vergonha”. It highlights the tension between the ideas of social responsibility and marketing, suggesting that those campaigns, rather than expressing social responsibility, are strategies of marketing communication.
Key words: complexity, social responsibility, Dove campaigns.Downloads
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