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- Title
La diversidad entre las celebrities en la publicidad de belleza femenina: análisis evolutivo a través de Telva (1990-2019).
- Authors
Vicente-Fernández, Pilar; Arroyo-Almaraz, Isidoro
- Abstract
Beauty brand advertising commonly uses endorsers, who are sometimes celebrities, giving testimonials to endorse the advertised brand promises. These messages tend to centre their discourse around standardised patterns and canons of beauty, predominantly a young, slim, white woman. This is an idealised model of beauty in a multicultural and diverse context. Thus, from a diachronic and comparative perspective, we explore the presence of diversity in celebrity endorsements in the female beauty product industry during thirty years of graphic advertising in Spain.We analyse how diversity is specified through the variables of ethnicity, somatotype and age, as well as their evolution. A descriptive and exploratory methodology is used through content analysis applied to print ads appearing in Telva magazine from 1990 to 2019 (n = 217). We chose Telva for this study because it is a pioneer in the women’s magazine market in Spain. We show that the presence of celebrities representing ethnic minorities and unconventional body types is residual in a conservative sector in which the age variable is predominant in most of the discourse on diversity.
- Subjects
SPAIN; WOMEN'S magazines; AWARENESS advertising; WOMEN celebrities; MINORITIES; WHITE women
- Publication
Doxa Comunicación, 2021, Issue 33, p285
- ISSN
1696-019X
- Publication type
Article
- DOI
10.31921/doxacom.n33a900