Publicidade e diversidade : a democratização da beleza feminina por meio das capas de revista

Abstract

It is not new that society has issues related to beauty and everything that involves it on the agenda. In ancient Greece, Plato was the first to develop knowledge capable of establishing a concept that beauty comes from a reality alien to the world and that human beings are not capable of fully perceiving it. Pythagoras and his followers believed that in an opposition, only one side would be beautiful, while the other would represent evil and disharmony, as if to say that there is no room for two different ones in the same place. Aristotle already believed that beauty does not have the influence of something supreme, but that it is the result of a certain harmony between the parts of the object of observation or admiration. For him, beauty would still require an important feature, which would be grandeur or grandeur. We know that beauty is associated with everything that has a perfect appearance, but this is a subjective assessment, since what is beautiful for one may not be for another, after all, what is perfection? Certain characteristics of beauty that society created in the most different phases of history, generally established as attractive, desirable and beautiful, are known as rules of what is beautiful, however, different peoples in different periods of history contemplated what they judged as beautiful, according to the aesthetic standards established in the specific time and space. Many of these concepts of beauty, such as those that defined the gods of Olympus in Greek Mythology, were maintained for millennia, while others were nothing more than a mere fad of the time, however, it is known that in the 21st century we are experiencing a revolution in standards and concepts of beauty. beauty, which has become much more inclusive than it has ever been before. The magazine covers that over time were a showcase to popularize fashion, which in turn was used as a representation of beauty, began to display in their pieces physical types never used or even seen before; color, weight, height, hair, age and gender no longer define exclusive types of beauty and publishers are forced to adapt their magazines to the most diverse segments of the public. Using the contribution of authors such as Antonio Gramsci and Karl Marx, we will see that advertising, in turn, assumes its role in these transformations, expanding its castings and creating opportunities to show female beauty in a free and democratic way, proving that there is room for everyone. physical types and that beauty, more than ever, is in the eye of the beholder.