O corpo na comunicação publicitária: uma análise das representações do corpo feminino na publicidade de mídia impressa

Abstract

This research aims to analyze the women s representations in advertisements broadcast in monthly large-circulation magazines dedicated to fitness and health. We consider the female body there represented as a fluid body, which serves as a model of life for the reader. Our hypothesis is that by following the standards stipulated by the advertising campaigns in such magazines, women reshape themselves entirely. One of our main theoretical references is the thought of Zygmunt Bauman, who defends that living along these patterns means living in a state of permanent transformation seeking imagery proximity with mass idols. The research corpus consists of advertisements published in the editions from August 2011 to August 2012 of the magazine Boa Forma, which is the long-lived publication with the largest circulation addressed to themes related to the female body in Brazilian s market. Ads from the same period published in the magazines Claudia, Nova and Women's Health are also brought to discussion in specific chapters. The analysis of the ads will include mainly the models offered by Lucia Santaella in works such as Corpo e Comunicação: sintoma da cultura e Culturas e Artes do Pós-Humano: da cultura das mídias à cibercultura. Methodologically, it is a documentary research based on survey of advertisements in that period, according to categories of representative features of the female figure in advertising