Chasing Cleópatra – O Advento da Cultura da Beleza e a Ascensão do Marketing Cosmético no Final do Século XIX e Início do Século XX
DOI:
https://doi.org/10.34630/e-rei.vi13.6307Palavras-chave:
Cosméticos, Cultura da beleza, Imagem corporal, Publicidade de cosméticos, Hollywood, Marketing de esteticização, Glamour, ncorporação, Apropriação cultural, Libertação das mulheresResumo
O conceito de padrões de beleza idealizados tem fascinado as mulheres durante séculos, levando-as a perseguir padrões de beleza irrealistas, alimentados por mensagens e imagens culturais promovidas por uma variedade de fontes. Esta investigação estuda as perspectivas antropológicas dos padrões de beleza fabricados desde o final do século XIX e início do século XX, que têm recebido pouca atenção na investigação de marketing. Orientada pela perspetiva da subjetividade de género dos padrões de beleza fabricados, esta investigação desloca a narrativa da beleza como uma mera prática de consumo para atribuir a perspetiva de beleza das mulheres aos regimes patriarcais do corpo e ao grau de agência que determina a escolha pessoal. A investigação centra-se no estudo, na prática e no significado real da beleza na vida quotidiana através de perspectivas históricas desde o final do século XIX, conduzindo à formulação da imagem corporal ideal, à introdução de cosméticos e à mudança das faces da marcação cosmética num contexto de mudanças culturais, económicas e políticas no início do século XX. Os dados para esta investigação foram recolhidos e analisados a partir de várias fontes literárias, como livros, publicações, jornais e arquivos da Internet para compreender o papel das revistas impressas, dos anúncios publicitários e da cultura de Hollywood que influenciaram o advento e a difusão dos cosméticos através do marketing durante esta época. Os resultados indicam que a ascensão da classe média na cultura de consumo criou oportunidades para as indústrias da beleza e da moda, que criaram uma “cultura da beleza” perpetuada pelos meios de comunicação de massas comerciais, projectando a beleza e a moda como representações e vendidas às mulheres consumidoras como bens e serviços tangíveis.
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