A desconstrução do padrão de beleza feminino em campanhas publicitárias de moda no Instagram

Abstract

This article analyzes how the department stores C&A, Lojas Renner and Riachuelo contribute to the deconstruction of the female beauty standard, since previously women were presented in advertising mainly as objects. An exploratory survey of company profiles on Instagram was developed to allow the identification of its posts through the content analysis in the period from January to March 2020. In addition, a bibliographic research was used to understand the theoretical aspects relevant to beauty, female empowerment, advertising and social media. In view of the results, it can be concluded that there is a process of change in progress, in which brands seek to follow the demands for a more egalitarian society in relation to women. Considering that there is little diversity in relation to the women who are represented in the publications of the investigated brands.