Abstract

HEINZELMAN, Fernanda Lyrio et al. Bodies in the magazine: the building of beauty standards in Vogue Brasil. Psicol. rev. (Belo Horizonte) [online]. 2012, vol.18, n.3, pp. 470-488. ISSN 1677-1168.  http://dx.doi.org/10.5752/P.1678-9563.2012v18n3p470.

In this paper we discuss the construction of beauty standards in some fashion editorials of Vogue Brasil magazine, in the first decade of XXI century, we aim to investigate the implicit beauty standards, the transformation that has been proposed for the female body and the possible relationship among those standards. The methodological approach used was based on Barthes’ semiotics studies. In the pages of the 11 years analyzed was perceived only one aesthetic profile of chosen women: all models were white, young and skinny. The clothing type chosen for these photos reinforces this profile, since they would not fit well on a fuller figured woman. Finally the texts and the type of language used in the magazine looks to "glamorizes" what is presented creating an even more elite context.

Keywords : Fashion; Body; Beauty; Woman.

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