Citas bibligráficas
Peña, M., (2021). La belleza como parte del discurso del empoderamiento femenino. Avon, #LaBellezaEsLibre [Trabajo de investigación, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/658134
Peña, M., La belleza como parte del discurso del empoderamiento femenino. Avon, #LaBellezaEsLibre [Trabajo de investigación]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2021. http://hdl.handle.net/10757/658134
@misc{renati/397837,
title = "La belleza como parte del discurso del empoderamiento femenino. Avon, #LaBellezaEsLibre",
author = "Peña Bryson, María Fernanda",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2021"
}
In recent years, companies in different fields have been addressing a communication strategy where women are valued and respected in all areas. One of these items is beauty, especially makeup, which little by little is leaving aside the canons of beauty, stereotypes imposed by society that are still latent, to empower them and fill them with courage to face the world, demonstrating the true beauty of a woman, the intern, capable of eating the world with her security and her personality. It is therefore that, with this work, we will see how it is that, through makeup, which has been understood as a superficial discipline, and therefore not so academically analyzed, it could contribute to female empowerment. In this paper, the beauty discourse of Avon's campaign, "Beauty is free" will be analyzed, which will give us the opportunity to identify which are elements of female empowerment and how beauty is part of this discourse in the advertising of cosmetic. For this, a qualitative investigation will be carried out, since our thesis is based on perceptions and interpretations, for which, to obtain relevant information to answer our objectives, the in-depth interview technique will be used. The main findings of the research were how both physical and internal beauty, together, empower women, and the perception of how female empowerment is seen in advertising discourse through a more inclusive perspective, which could lead to a better hook from consumer to brand.
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