Abstract
The third paper on Body Positive, and its influence on advertising aimed at the female audience, explores the importance of the Body Positive Movement and how it arose. Currently, this movement has an opening in the media, advertising and social networks. However, there is the question of whether it is really a real influence or just establishing a new canon of beauty. The analysis is carried out under the gender performativity theory proposed by Judith Butler. Finally, after the methodological exercise, the research reveals that there is no real influence of body positive in advertising.
| Translated title of the contribution | The Body Positive, and its Influence on Advertising Directed to the Female Public |
|---|---|
| Original language | Spanish (Ecuador) |
| Title of host publication | Ecología de la información: un recorrido práctico de la comunicación |
| Publisher | Editorial Universitaria Abya-Yala |
| Pages | 301-334 |
| Number of pages | 34 |
| ISBN (Print) | 978-9978-10-643-3 |
| State | Published - 17 Jun 2022 |
Keywords
- Body positive
- Female audience
- Marketing
CACES Knowledge Areas
- 413A Social and Cultural Studies