O sonho da eterna beleza: corpo feminino e o discurso anti-idade na publicidade de cosméticos

• Ano de defesa: 2021
• Autor(a) principal: Moreira, Marília Diógenes
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Federal do Rio Grande do Norte; Brasil; UFRN; PROGRAMA DE PÓS-GRADUAÇÃO EM ESTUDOS DA MÍDIA
• Palavras-chave em Português: Envelhecimento; Publicidade; Corpo feminino; Beleza; Cosméticos
• Link de acesso: https://repositorio.ufrn.br/handle/123456789/46549

The media, in alliance with consumer markets, presents the female body as an object that can be molded to socially determined aesthetic standards. It is from this conception that an ideal of beauty that overvalues predominantly youthful traits is confirmed. In this scenario, the anti-aging discourse emerges responsible for disseminating that old age is a state to be rejected, disguised and eliminated, preaching the glorification of the capital-body, which has a high value in contemporaneity for meeting market demands and corresponding to beauty prototypes. With this in mind, we raise the reflection on the role of the media in the social construction of aging, considering the discursive articulations that promote this process. Thus, we seek to understand how this anti-aging discourse is constructed in cosmetic ads, identifying the discursive strategies used in creation of posts on Instagram. Therefore, we adopted a methodological tool the discourse analysis supported by Foucault (2008, 2014b) a research corpus composed of posts published in the institutional profiles of cosmetic brands Avon, Beyoung and Payot in order to investigate how each one of them uses, through advertising on that social network, discursive strategies corresponding to the anti-age discourse. The theoretical foundation, we use authors such as Le Breton (2012, 2013a), Foucault (2014a) and Goldenberg (2015) to contextualize the issue of the body in contemporaneity, in addition to the theoretical assumptions of Novaes (2006), Lipovetsky and Serroy (2015), Han (2019), and Baudrillard (1970) to support the discussion about the relationship between contemporary standards of body beauty and consumer culture; and those by Beauvoir (2018, 2019), Debert (1999, 2011, 2018) and Sibilia (2011) to portray the themes linked to aging. Finally, we verified that there is, in fact, an anti-aging discourse that tends to exalt youth as an exclusive model of beauty and well-being, being constructed through four central discursive strategies: the construction of the notion of body care as a requirement to prevent and mask the signs of aging; the production of a concept of beauty that approaches perfection, a definition that excludes aged body features and exalts youthful characteristics; the invisibility of the old body; and the use of rejuvenated female figures to associate them with hegemonic ideals of beauty.