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Publication
Ethics in beauty adverstising
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| 8.44 MB | Adobe PDF |
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Abstract(s)
A industria da moda, e por extensão da cosmética, tem ao longo dos anos vindo a propor um ideal de beleza feminina, assente numa figura feminina excessivamente magra, e em padrões de beleza perfeita, que são, praticamente, impossíveis de atingir. Constatamos, em diversos casos, que a representação da imagem da mulher e do seu corpo, nem sempre obedece às melhores práticas no que respeita a uma “ética” de comunicação publicitária. Através da manipulação da imagem, replicam-se e banalizam-se “standards” de beleza, que por serem inatingíveis, provoca nos consumidores, e mais especificamente nas mulheres, um sentimento de vergonha e uma enorme dificuldade na autoaceitação.
Muitos anúncios publicitários, deliberadamente ou não, levam os consumidores a acreditar em falsas expectativas, recorrendo por vezes a técnicas de manipulação de imagem, para veicular informações menos corretas, ou até mesmo falsas.
Sinais, mais recentes, fazem-nos acreditar, no esforço da industria criativa, que deseja manter-se firme na posição, de que não deseja criar nos seus consumidores efeitos contraproducentes. No decorrer desta investigação constatámos, que nos últimos anos, na publicidade, e mais especificamente, nos anúncios de cosméticos, o corpo de uma mulher é representado de forma mais real, e tudo o que é comunicado às consumidoras, é feito de forma mais clara e honesta.
O propósito de esta dissertação é de comprovar que, a publicidade, na industria da cosmética, nos últimos anos, tem crescentemente, vindo a levar em consideração, fatores éticos nas suas campanhas publicitárias. Nesta investigação foram analisados, vinte e um anúncios de três cremes antirrugas, que foram apresentados ao mercado, no período que decorre de 2003 a 2017. Para realizar esta investigação foi escolhido um método de análise comparativa através do modelo TARES test framework.
Os resultados comprovam que nos anos passados os anúncios têm tido uma abordagem, do corpo feminino, mais honesta nas suas campanhas publicitárias.
Embora se tenha comprovado a utilização de imagens reais em consistência com os elementos verbais; o mesmo não se pode afirmar sobre uma genuína responsabilidade social sobre os consumidores, mais especificamente as consumidoras, onde não se verificou nenhuma real evolução. Por fim, os testes demonstraram também que em geral existe uma tendência para a simplificação da mensagem, o que pode ser traduzido como símbolo de honestidade.
The beauty industry for years has been proposing ideals of feminine beauty. These ideals usually were based on thin and idealized images of a women, that are impossible to achieve. In many cases, could be found that the representation of female images and their bodies do not always regard to an ethics of advertising communication. Through manipulation of images, which are showing unattainable standards, advertisings have been causing for consumers a sense of shame and difficulty in self- acceptance, especially among female audience. Many commercials, deliberately or not, lead consumers to believe in false expectations. Through the image manipulation techniques, to convey less correct or even false information. Recent research and signs, made believe that, indeed, creative industry effort in creating more honest and ethical advertisings. Through the process of this investigation, have been noticed that in recent years advertisings, (more specifically in advertisements for cosmetics) women were represented in more real way. In addition, other aspects of adverting become more clear and honest as well. The purpose of this dissertation is to prove that advertisings in the cosmetics industry, lately, has increasingly considered ethical factors, when creating commercial campaigns. In this investigation were analysed twenty-two advertisements of three anti- wrinkle creams, that were represented to market from 2003 to 2017. To make an investigation comparative analysis method was chosen through the TARES test framework model. The results prove that in the past years advertisements start show women image in more honest way. In addition, verbal elements become more truthful as well. Though, the same thing cannot be said about social responsibility over consumers. In this area has been no development. Finally, the test, also showed the general tendency for message simplification, which can be considered as aspect of honesty.
The beauty industry for years has been proposing ideals of feminine beauty. These ideals usually were based on thin and idealized images of a women, that are impossible to achieve. In many cases, could be found that the representation of female images and their bodies do not always regard to an ethics of advertising communication. Through manipulation of images, which are showing unattainable standards, advertisings have been causing for consumers a sense of shame and difficulty in self- acceptance, especially among female audience. Many commercials, deliberately or not, lead consumers to believe in false expectations. Through the image manipulation techniques, to convey less correct or even false information. Recent research and signs, made believe that, indeed, creative industry effort in creating more honest and ethical advertisings. Through the process of this investigation, have been noticed that in recent years advertisings, (more specifically in advertisements for cosmetics) women were represented in more real way. In addition, other aspects of adverting become more clear and honest as well. The purpose of this dissertation is to prove that advertisings in the cosmetics industry, lately, has increasingly considered ethical factors, when creating commercial campaigns. In this investigation were analysed twenty-two advertisements of three anti- wrinkle creams, that were represented to market from 2003 to 2017. To make an investigation comparative analysis method was chosen through the TARES test framework model. The results prove that in the past years advertisements start show women image in more honest way. In addition, verbal elements become more truthful as well. Though, the same thing cannot be said about social responsibility over consumers. In this area has been no development. Finally, the test, also showed the general tendency for message simplification, which can be considered as aspect of honesty.
Description
Keywords
Publicidade Anúncios Ética na Publicidade Anúncios de cosméticos