Propaganda ideológica e padrões de beleza: estudo de caso da marca Lupo

• Autor(a) principal: Bernardo, Naiá Anacleto
• Data de Publicação: 2017
• Tipo de documento: Trabalho de conclusão de curso
• Idioma: por
• Título da fonte: Repositório Universitário da Ânima (RUNA)
• Texto Completo: https://repositorio.animaeducacao.com.br/handle/ANIMA/10581
• topic: Beleza; Propaganda; Ideologia; Lupo

The present work aims to carry out a study about the ideological propaganda that involves the beauty standards of modern society, through the accomplishment of a case study involving advertising campaigns of the LUPO brand. Initially, the research is due to the definition of what would be beauty and its development in the history of civilization, with a special focus on how the premises that involve the cult of beauty migrated from a purely artistic conception to an ideological reality related to the consumer market . Subsequently, the debates enter into the concepts of ideology, demonstrating how the influence of the media contributes to the consumption behavior of society, especially as regards the characterization of new values ​​that involve the ideal of beauty, which go beyond the perfect body and encompass concepts of well-being, health, intelligence, purchasing power and social prestige. The focus is on specifying how these concepts add to the conception of beauty and propagate ideologically through globalized and polarized advertising. Finally, the research has the case study involving episodes related to advertisements of the LUPO brand, highlighting the ideological aspect corresponding to each of them, as well as the values ​​listed that match the contemporary conception of beauty and how the LUPO brand uses the artistic manifestations of beauty into something purely commercial according to the imposed ideology.