Entre “seios aformoseados” e “viva sua beleza”: feminilidades em contraste na publicidade da imprensa feminina

Abstract

The objective of the present work is to reflect about the phenomenon of the female press from a comparative perspective of two women's magazines of different historical periods. Based on the analysis of the advertisements of cosmetic products present in copies of the 1920s of the magazine A Cigarra and copies of the year 2016 of Marie Claire, I will try to demonstrate the continuities and discontinuities in the regulatory discourses regarding feminities linked to these publications. Thus demonstrating that in spite of the innumerable female achievements in the almost 100 years that separate these publications, much of the advertising discourse of the 1920s is presented in the current publication, sometimes reinventing itself in relation to form, but remaining true to the implicit content in relation to women.