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Publication
Pele sem biografia: A estigmatização do envelhecimento feminino na publicidade de cosméticos anti-idade
| Name: | Description: | Size: | Format: | |
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| 32.77 MB | Adobe PDF |
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Advisor(s)
Abstract(s)
Tendo em conta os padrões de beleza da cultura ocidental, o
envelhecimento feminino é um fenómeno profundamente
estigmatizado. O ideal de beleza para mulheres mais velhas
está vinculado a uma rigorosa preservação da juventude que
requer uma autovigilância constante dos sinais de
envelhecimento.
A publicidade, em particular a que promove cosméticos
designados para prevenir e reduzir os sinais da idade, tem um
papel ativo na difusão e reforço deste estigma. As imagens e
narrativas que são reproduzidas neste meio em relação ao
rosto feminino em envelhecimento estabelecem expectativas
biologicamente inatingíveis.
Este estudo examina as estratégias textuais e visuais que
marcam os anúncios de cosméticos anti-idade. A análise de
conteúdo de uma amostra recolhida em duas revistas
femininas, mostra como a retórica publicitária conjuga
vários domínios, apoiando-se especialmente na ciência, para
conferir uma alegada complexidade e legitimidade aos
argumentos apresentados. A mensagem transversal
configura os sinais de envelhecimento como disrupções na
saúde da pele que necessitam de ser tratadas com cosméticos.
A análise crítica de discurso concluiu que os anúncios
exacerbam o estigma, ao conceberem as rugas e outras
transformações naturais da idade como problemas
indesejáveis, que as mulheres devem monitorizar através de
trabalho de beleza escrupuloso e extensivo.
According to western culture’s beauty standards, female aging is a profoundly stigmatized phenomenon. The beauty ideal for middle-aged women remains linked to a strict preservation of a youthful appearance that requires constant self-monitoring of the physical signs of aging. Advertising, in particular concerning cosmetics marketed to prevent and reduce the signs of aging, plays an active role in spreading and reinforcing this stigma. The images and narratives reproduced in the adverts regarding aging female faces establish expectations that are biologically unattainable. This study examines the textual and visual strategies employed in anti-aging cosmetics adverts. Content analysis of a sample collected from two women’s magazines demonstrates how advertising rhetoric combines several domains, relying heavily on science, to bestow an alleged complexity and legitimacy upon the arguments presented. The prevailing message frames signs of aging as disruptions to the skin’s health, that need to be treated with cosmetics. Through a critical discourse analysis, the adverts were found to exacerbate the stigma, by conceiving wrinkles and other natural physical changes that come along with age as undesirable problems that women must monitor through scrupulous and extensive beauty work.
According to western culture’s beauty standards, female aging is a profoundly stigmatized phenomenon. The beauty ideal for middle-aged women remains linked to a strict preservation of a youthful appearance that requires constant self-monitoring of the physical signs of aging. Advertising, in particular concerning cosmetics marketed to prevent and reduce the signs of aging, plays an active role in spreading and reinforcing this stigma. The images and narratives reproduced in the adverts regarding aging female faces establish expectations that are biologically unattainable. This study examines the textual and visual strategies employed in anti-aging cosmetics adverts. Content analysis of a sample collected from two women’s magazines demonstrates how advertising rhetoric combines several domains, relying heavily on science, to bestow an alleged complexity and legitimacy upon the arguments presented. The prevailing message frames signs of aging as disruptions to the skin’s health, that need to be treated with cosmetics. Through a critical discourse analysis, the adverts were found to exacerbate the stigma, by conceiving wrinkles and other natural physical changes that come along with age as undesirable problems that women must monitor through scrupulous and extensive beauty work.
Description
Keywords
Publicidade Cosméticos Antienvelhecimento Estratégias de comunicação Cultura da beleza