Autoimagem e eu ideal: um estudo sobre a mulher e os valores transmitidos pela publicidade

Abstract

This research is a work of undergraduate course conclusion and sought to study women and the values transmitted by advertising in order to investigate how they make the use and appropriation of these values to build their self-image and their ideal self. For it was used as a research method oral history through interviews, having as sample four women living in São Borja, performing from that, a photo essay, based on the speech of the participants during interviews. In order to contribute to gender studies and advertising in reception studies, this study also sought to contribute to further reflection on women's society and its behavior towards their idealized image and its desires. The interviews can realize the knowledge that women have about gender in modernity, besides making clear the dominant social discourse regarding beauty in São Borja.