O MARKETING E A PUBLICIDADE ATRAVÉS DE UMA NOVA ÓTICA SOCIAL: a (des)construção dos paradigmas de beleza

Abstract

This paper analyzes marketing and advertising through a new social perspective and how they act in the (de) construction of beauty paradigms. Such an approach is necessary to justify the fact that changes in the market, consumer behavior and consumption patterns have rethought marketing in its actions and strategies as new identities, habits and customs have gained their place in the market, causing companies to adapt to this new consumption profile. This purpose will be achieved through literature review using as references works on modern marketing and new approaches to advertising. The study showed that the new identity of advertising not only looks at the product life cycle, but also the market life cycle, thus placing customers always in the foreground, identifying their motivations, needs and desires to serve them in a way. more assertive and efficient. Communication needs to be in line with the public and the market demand, thus building a good relationship with the customer, structuring in real and lasting value.