Representations of Female Beauty: C&A Brazil and Portugal (Spring/Summer 2018)

Abstract: This objective of this study is to compare and analyze how forms of female beauty were approached in the Spring / Summer 2018 campaigns on the Facebook pages of the clothing retailer C&A, in Brazil and Portugal. The key question is to understand how the company approached female beauty for the female audience, which included women and people who identify themselves as female, in both countries. The method of analysis is exploratory, qualitative, and quantitative, and applied content analysis to images used in the selected campaigns, and categorized elements to help compare them. The results of the study show that the company subtly sought to represent a diversity of different forms of female beauty although it has not yet presented a more evident inclusion of this representativeness.