AI-GENERATED THE CODE #KEEPBEAUTYREAL: AN ANALYSIS OF DOVE US SELF-ESTEEM PROJECT VIDEO CAMPAIGN

Abstract

Women’s beauty standard. As Public Relations, it is vital to know how to communicate a message to an audience with media, especially video campaigns. Therefore, this research studied a case study by Dove US, which used videos posted on YouTube by their #KeepBeautyReal campaign. Data were taken from Dove US’s official YouTube channel on their ‘The Code’ video Researcher Integrates social semiotics analysis using visual grammar and text-image relationships. Combining Kress & van Leeuwen’s (2006) framework and (Machin & Mayr, 2012) guide for reading verbal text, this research examines visual images and verbal text to explain how Dove US communicates its campaign using video. The findings of this research are beneficial to public relations practitioners in terms of how media, such as video campaigns, can produce messages to the viewers, such as how each frame consists of underlying meaning by viewing what and who is represented, how it is represented participant doing interaction, and how each frame is portrayed to the viewers.