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A representatividade das mulheres na indústria de fast fashion: um estudo de caso sobre a Mango
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Orientador(es)
Resumo(s)
Historicamente, a representação da mulher foi vinculada à
maternidade, aos papéis domésticos, à imagem da mulher
bonita e à sexualização do corpo. A publicidade na indústria
da moda desempenha um papel crucial na formação de
valores sociais, influenciando padrões de beleza,
identidades de género e autoimagem. A representação da
figura feminina na publicidade de moda é marcada pela
insatisfação das mulheres com seus corpos e aparência. A
presente dissertação examina as perceções das mulheres em
relação à sua representatividade na publicidade da marca
Mango, com o objetivo de perceber qual o impacto dessas
perceções nas decisões de compra e autoestima das
mulheres. A escolha da Mango, visa preencher lacunas na
investigação sobre a representatividade das mulheres em
marcas desse segmento. Depois de definidas as questões de
partida e hipóteses de investigação a seguir, a metodologia
deste estudo utilizou uma abordagem quantitativa, com
obtenção de dados através de um inquérito por questionário.
Os resultados inlcuiram o teste e validação das hipóteses de
investigação através do programa informático Statistical
Package for the Social Sciences (SPSS). A análise concluiu
que a representação feminina na publicidade da indústria da
moda impacta em certos moldes as perceções das
consumidoras, a autoestima e as decisões de compra.
Historically, the representation of women has been linked to motherhood, domestic roles, the portrayal of beauty, and the sexualization of the body. Advertising in the fashion industry plays a crucial role in shaping social values, influencing beauty standards, gender identities, and selfimage. The representation of the female figure in fashion advertising is characterized by women's dissatisfaction with their bodies and appearance. This dissertation examines women's perceptions of their representation in the advertising of Mango brand, aiming to understand the impact of these perceptions on purchasing decisions and self-esteem. The choice of Mango aims to fill gaps in research on the representation of women in brands of this segment. After defining the research questions and hypotheses, the methodology employed a quantitative approach, collecting data through a survey. The results included testing and validating hypotheses using the Statistical Package for the Social Sciences (SPSS) software. The analysis concluded that the representation of women in the advertising of the fashion industry impacts, to some extent, consumers' perceptions, self-esteem, and purchasing decisions.
Historically, the representation of women has been linked to motherhood, domestic roles, the portrayal of beauty, and the sexualization of the body. Advertising in the fashion industry plays a crucial role in shaping social values, influencing beauty standards, gender identities, and selfimage. The representation of the female figure in fashion advertising is characterized by women's dissatisfaction with their bodies and appearance. This dissertation examines women's perceptions of their representation in the advertising of Mango brand, aiming to understand the impact of these perceptions on purchasing decisions and self-esteem. The choice of Mango aims to fill gaps in research on the representation of women in brands of this segment. After defining the research questions and hypotheses, the methodology employed a quantitative approach, collecting data through a survey. The results included testing and validating hypotheses using the Statistical Package for the Social Sciences (SPSS) software. The analysis concluded that the representation of women in the advertising of the fashion industry impacts, to some extent, consumers' perceptions, self-esteem, and purchasing decisions.
Descrição
Palavras-chave
Representatividade feminina Moda Campanhas publicitárias Mango