A propaganda e os padrões de beleza feminino: uma análise da marca L’Oréal Paris (Elseve)

Abstract

Advertising and propaganda are communication tools used by brands to advertise a product or service and propagate ideas. The aim of this study is to analyse the advertising pieces for the L'Oréal Paris (Elseve) brand that circulated between 2012 and 2022 and their possible influence in relation to the social standardization of female beauty. In terms of methodology, this is an exploratory study in which a qualitative perspective was used to construct the summaries, as well as documentary research and content analysis. L'Oréal Paris (Elseve) carries feminist values in its speeches, but it still uses fallacious advertising, since a pattern of phenotypical characteristics present in its ambassadors was noticed in the pieces. In this way, by symbolizing female representations, L'Oréal Paris (Elseve) has influenced the social standardization of female beauty through its campaigns.