Diversidade e representatividade: análise de diferentes padrões estéticos na comunicação das marcas

Abstract

The present study addresses the relevance of understanding the new approach of brands and their communication mechanism, emphasizing the appeal to aesthetic standards. The analysis aims to comprehend the relationship between aesthetic standards and their role as instruments of power, seduction, and domination by brands. The research is grounded in the necessity of understanding how brands employ various aesthetic types as a strategy to adapt to the dynamism of the market. The general objective is to examine the use of models outside conventional aesthetic standards as a mechanism adopted by brands to avoid the reproduction of hegemonic impositions. The adopted methodology was qualitative research, with a focus on literature review. The results indicate that the inclusion and use of models representing natural bodies, diverging from the aesthetic standards established by society, contribute to the growth and visibility of brands.