Representatividade da mulher fora do padrão na publicidade das marcas

Abstract

The use of the female image in advertising is a topic that is currently being discussed, considering the social changes required by women. Therefore, the main objective of this study is to analyze how brands have represented women for the standard of beauty in their communication. As a starting point for this analysis, a literature review was carried out on how women had their epresentation in history, and how this representation is in the present moment. Also seeking to analyze how the definition of beauty in its different ways and means is seen, as well as a reflection on what is considered beautiful and how it impacts the self-image that women create of themselves. In this context, advertising is inserted, which is also a reinforcing agent of aesthetic standards and social behavior. This work included qualitative research and a focus group procedure for data collection. It was discussed how advertising influences negatively in not supporting this movement, highlighting the importance of the brand in adhering to the changes identified through the focus group, a method used in this research, which sought to extract opinions and hypotheses for improvement in the current scenario. The survey data shows a huge dissatisfaction of women with the current representation through advertising. [resumo fornecido pelo autor]