FOOD AND BEAUTY CONDUCT ADVERTISEMENTS: AN ANALYSIS OF THE MAGAZINE ANUÁRIO DAS SENHORAS’ CONTENTS

Background and objectives: In Brazil, during the 30s there was a noticeable industrial development along with increased consumption of goods and culture both imported from other countries, especially the United States. It was in this context that several magazines aimed at women were created, like "Yearbook of Ladies" an example of publication of this time, directed for this genre, that suggested ways of living, dressing, consuming and especially ways of how women should behave toward society and when taking care of their houses. The aim of this study was therefore to identify food advertising intended to women, information on health, beauty, nourishment and body image present in magazines and how they were passed on to the readers of these reports by approaching ads and materials linked to the magazine. Methods: The study was developed from observation and content analysis of seven (7) volumes of this magazine published between the years of 1941 and 1957. Results: Thus, it was found over that the number of publications intended for food increased along the years, mainly about the called ultra processed one in addition to a large representativeness of women with tuned silhouettes and a strong focus on thinness in almost all content intended to beauty and women's health presented in magazines. Conclusions: The way society is transformed and changes its relationship to the way of living, consuming, dressing, eating, relating to each other, and even getting sick is closely linked with the media, with the technical scientific development process, along with socioeconomic interests.