#VELHAPRAISSO: the representation of old women in Natura's advertising campaign

Abstract

This article aims to reflect on the social representation of old women in a publicity film of the campaign #velhapraisso by Brazilian cosmetics brand Natura. This brand, in recent years, have sought to value the beauty of Brazilians, from the exaltation of the differences of the various beauties present in Brazil. In the selected campaign, Natura addresses a relevant social issue, old age, representing it in an advertising piece and proposing, also, the discussion on the subject in actions of interaction with the consumers of the brand in its website. In the reflection proposed in this study, we work with the theory of social representations, based on the theoretical proposals of Moscovici (1978) and Jodeiet (2001). In these authors viewpoint, social representations can be considered as creations of social groups, which help individuais to recognize behaviors more adequate for one moment or another, as well as to identify and solve certain problems. What is proposed, then, is the Identification of the social representation of old age in the said advertising film, that is, how the Natura brand presents old age for its consumers. At the end of this reflection, it was identified that the treatment given to old age encompasses two dimensions, that of the age itself (would be), and the