Ideal de belleza femenina y marcas de cosméticaUn estudio transcultural entre mujeres surcoreanas y españolas en la red social Instagram

Abstract

The study of beauty demands more attention in the academy. The authors agree that the requirement to follow beauty standards has historically been linked to women, the main consumers of cosmetics. The feminine beauty depicted by cosmetic brands in their graphic advertising is of interest, especially if it is inserted in highly aesthetically oriented media, such as the Instagram social network. On the other hand, although at a universal level beauty is detected by combining certain traits, literature shows that the conception of ideal beauty is cultural.This doctoral dissertation studies the feminine beauty ideal of South Korean and Spanish women (cosmetic consumers and Instagram users), their representation in the Instagram profiles of cosmetic brands in South Korea and Spain, and to determine if, in the opinion of the women, their ideal corresponds to the one proposed by the brands. For this, cultural factors are considered and a comparison is made between both countries. The analysis of all these issues makes this thesis a pioneering study with novel results...