The body in portuguese advertising

Verissimo, Jorge; Pereira, Francisco José Costa

http://hdl.handle.net/10400.21/12783

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Authors

Verissimo, Jorge

Pereira, Francisco José Costa

Abstract(s)

Our research was aimed at understanding the different types of bodies used in Portuguese ads, verifying in which way ads, by transmitting certain images of the human body, convey notions of youth, beauty and seduction, which are normally idealised as having an erotic charge, especially the female body, whose social and effective appeal are essentially of a symbolic nature. So, we studied the different body types; social marks; body expressions and postures; type of scenarios; arguments and appeals in the ads; and the social values inherent to them.

Keywords

Advertising Portuguese ads Human body Female body Body image

URI

http://hdl.handle.net/10400.21/12783

Citation

Pereira, F.C., & Veríssimo, J. (2005). The body in portuguese advertising. Paper presented at 4th ICORIA - International Conference on Research in Advertising, Saarland University, Saarbrücken, Germany.