Corpo em foco: o movimento body positive na publicidade brasileira

Abstract

The Body Positive movement, or "corpo livre" as it is known in Brazil, challenges aesthetic standards and has gained visibility in Brazilian advertising. Studies show that commercials often exclude bodies considered outside the norm and that Brazilian consumers would like to see greater representation in advertising campaigns. In this study, we examine through categorical content analysis how the Body Positive movement has been incorporated into Brazilian advertising. The materials selected for analysis consist of advertising pieces from the brands Natura (2019), O Boticário (2022), Adidas (2023), Nike (2021), and Nestlé (2023), which are recognized by the public as inclusive, and Dove (2013, 2023), which stands out for its longstanding commitment to promoting real beauty. The findings suggest that the movement has become a transformative force in Brazilian advertising, which still segregates and excludes certain bodies in its representations, but is moving toward a more progressive path in favor of diversity. However, consistent brand engagement is necessary to ensure that inclusion becomes a lasting practice.