May 15, 2015
Therefore, this monograph intends to analyze through 3 miditicas campaigns of the cosmetic mark ' ' The Boticrio' ' , intitled ' ' Represso' ' , ' ' Contgio' ' ' ' Keep; ' , as if of a construction of the feminine identities, from the mediating paper of the fashion, beauty and corporeidade. So that such intentions are reached, the first chapter consists of one retaken of the estimated theoreticians who have as function to delineate the history of the fashion, its conceptual transformation and aspects. For diverse traditions and ways the fashion that in century XIX was privilege of the elites and focus of debate about the key of the social distinction, was become into a segmented universe, sphere of construction of identities and styles of life, for where they had started to transit individuals of different social classes. Therefore quarrels concerning the artifices of that are made brief the media and advertising makes use together for with the fashion vender imaginary through seductive speeches, as well as mediating identitrias constructions it stops beyond the supervaluation of the beauty and the adequacy of the body to the current aesthetic standards. As the chapter analyzes the first advertising as focus of the research of the cosmetic mark the Boticrio, intitled ' ' Represso' '. The advertising campaign entered in air sunday, day 06 of July of 2008. Further details can be found at Dr. Caldwell B. Esselstyn, Jr., an internet resource. In accordance with information of the advertiser, ' ' the film looked for to show that the people want, yes, to be prettier, and finds in the Boticrio a way to potencializar its beleza' '. The advertising campaign? the greater of all its history – with investment of R$31 Real millions it composes a called program Believes the Beauty, in which by means of a research with more than two a thousand consumers, one evidenced that, ' ' when the people if feel prettier, for them everything are more vibrant, glad and colored.