A few wrinkles and great attitude
beauty’s ageing in advertising
DOI:
https://doi.org/10.26563/dobras.i31.1292Keywords:
Digital advertising, Avon and O Boticário, Elderly woman simulacrum, Regimes of meaning and interaction, Socio-semiotics.Abstract
Gender discussions are in the spotlight worldwide. Feminism has becomeagain a widely argued subject. With this visibility, some brands — especially those focusedon women — started using in their brand positioning discourses and figures related tosome of the women’s agenda. From six campaigns from Avon and O Boticário on their respectiveYoutube channels, from January 2016 to March 2019, this article aims to demonstratehow the elderly woman simulacrum is created and the meanings identified in thisbeauty-representation. For the theoretical basis, we use the semiotic theory of AlgirdasJulien Greimas, the socio-semiotics of Eric Landowski, and the plastic semiotics of AnaClaudia de Oliveira. As a result, we identified that the representation of the elderly womanis, on one hand, still a very aesthetic speech creating the image of an elderly young and,on the other hand, it is a more sensitive speech creating the image of and elderly assumed.
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References
LANDOWSKI, Eric. A sociedade refletida: ensaios de sociossemiótica. São Paulo: Educ,1992.
LANDOWSKI, Eric. Interações arriscadas. São Paulo: Estação das Letras e Cores, 2014.
WOLF, Naomi. O mito da beleza: como as imagens de beleza são usadas contra as mulheres.Rio de Janeiro: Rocco, 1992.
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