Jovem, natural & cuidadosa: análise de publicidades de cosméticos da década de 1970 voltadas para o público feminino

Abstract

Representations can either reinforce gender norms, limiting ways of existing, or tension them, expanding the limits for the construction of bodies. Based on these assumptions, this research seeks to understand how female-targeted cosmetics advertisements that circulated in Brazil in the 1970’s reinforced and/or questioned traditional models of femininity. To do só, I use bibliographical research, especially studies about Gender Studies and History of Brazil. Image studies were also contemplated in order to define the analysis model for the advertisements. Based on the advertisements research, the following categories were identified: “natural” beauty; juvenilization and amorous/sexual conquest. The analyses of the three main images of each category and other supporting images were performed. In general, the advertisements analyzed reinforced gender norms, and even when they tried to break the standard, they did not transgress the rules excessively, probably not to harm the sale of their products.