A IMAGEM FEMININA NA PUBLICIDADE: entre o empoderamento e a objetificação

Abstract

The individual and collective perception of women, along with beauty standards, are both affected by female representation in advertising. Therefore, the main objective of this study is to analyze the way in which advertisements show the female body can result in objectification or empowerment of women. To carry out this study, we used research bibliography based on text and literature analysis to understand how advertisements can influence the way women see themselves, the imposed beauty standards and analytical research. Thus, the research analyzed advertising campaigns and identified those that promote women's empowerment and those who perpetuate harmful stereotypes reinforcing unattainable beauty standards, objectifying women. It is therefore concluded that To build a more equitable and diverse culture, women's voices must challenge the established standard, creating the need for more conscious and responsible approaches to advertising.