Cette recherche vise à comprendre les expériences de beauté des femmes autochtones de Mashteuiatsh. Elle se place dans un contexte national où les femmes des Premières nations sont le groupe le plus vulnérable au Canada et où elles sont confrontées à des défis complexes lors de l’intégration d’informations concernant leur apparence et leurs appartenances culturelles. L’étude s’intéresse à la beauté, à sa définition et à la façon dont elle est expérimentée au quotidien, ainsi qu’au rôle de la beauté dans la construction de l’identité des femmes de Mashteuiatsh. L’analyse proposée s’appuie sur une enquête de terrain réalisée au sein de la communauté de Mashteuiatsh, au cours de laquelle des entretiens furent réalisés avec des participantes autochtones. Cette recherche se penche sur l’impact des stéréotypes et des standards de beauté dans leur vision de la beauté, sur la condition des femmes autochtones, sur la notion d’appartenance à un groupe, ainsi que sur la résistance ou l’adhésion aux canons de la beauté mondiale. Les femmes de Mashteuiatsh rencontrées dans le cadre de cette étude sont peu susceptibles d’avoir des notions uniformes et rigides du concept de beauté. Leur définition de la beauté passe, d’abord, par une valorisation de la beauté intérieure et elles sont plus susceptibles de décrire la beauté dans des termes de traits de personnalité et de valeurs qu’elles préfèrent à des caractéristiques physiques. Le contexte culturel de la communauté de Mashteuiatsh intervient, dans une certaine mesure, comme protection contre les messages extérieurs sur la beauté et il exerce une certaine influence dans les expériences corporelles. Par ailleurs, l’apparence physique joue un rôle important dans la construction identitaire. Celle-ci est profondément marquée par l’histoire coloniale, la Loi sur les Indiens, ainsi que par la culture et les idéaux de beauté de Mashteuiatsh. Ces états de fait ont un impact sur la façon dont les participantes se perçoivent en tant que femmes autochtones et sur la façon dont elles perçoivent leur image corporelle. / This research aims to understand the beauty experiences of Aboriginal women in Mashteuiatsh. All in a national context where First Nations women are the most vulnerable group in Canada, and where they are faced with complex challenges when having to integrate information about their appearance and cultural affiliations. The study focuses on beauty, its definition and the way it is experienced in everyday life, as well as the role of beauty in the construction of the Mashteuiatsh women’s identity. The proposed analysis is based on a field survey conducted in the community of Mashteuiatsh, during which interviews were conducted with Aboriginal participants women of the community. This research focuses on the impact of stereotypes and beauty standards in their vision of beauty, on the condition of Aboriginal women, on the notion of belonging to a group, as well as on the resistance or adherence to beauty standards. The Mashteuiatsh women met in this study are unlikely to have uniform and rigid notions of the beauty concept. Their definition of beauty involves before everything else an appreciation of inner beauty and they are more likely to describe beauty in terms of personality traits and values that they prefer to physical characteristics. Mashteuiatsh cultural context intervenes to some extent as a protection against external messages on beauty and it exerts a certain influence in bodily experiences. Moreover, physical appearance plays an important role in identity construction. It is deeply affected by colonial history, the Indian Act, as well as the culture and Mashteuiatsh’s ideals of beauty. These have an impact on how participants perceive themselves as Aboriginal women and how they perceive their body image.

Fairy tales are adapted to fit the needs of each generation, reflecting the unique challenges of that society. In the 1980s and 1990s of the United States, issues of what constituted a family circulated as divorce increased and fatherhood was debated. At this time, Disney released two animated films featuring a father and daughter: The Little Mermaid and Beauty and the Beast. Both films are adaptations of fairy tales, and they incorporate changes that specifically reflect concerns of the United States in the late-twentieth century. In the original narrative of "The Little Mermaid" the heroine is primarily raised by her grandmother and wants an immortal soul more than the love of the prince. The tale ends with her death and expectation that after 300 years of service, she can obtain an immortal soul. Disney changes the story, however, by removing the grandmother and placing Triton at the head of the family. His overbearing nature pushes Ariel away as she struggles to gain her independence and win Eric's love. Before the story concludes, Triton, Ariel, and Eric work together to defeat the sea witch and achieve the film's happy ending--the creation of a traditional family. The fairy tale of "Beauty and the Beast" begins with a father who is educated, respected, and wealthy before hardship strikes. Beauty's request for a rose is what starts the adventure as she must learn to love the Beast to save him from an enchanted curse. Disney's alterations to the narrative make Maurice an ineffectual father whose inadequacies bring Belle to the Beast's castle, and the modified curse on the Beast makes both him and Belle need to fall in love, founding their relationship on equality. The tale concludes with the jubilant hope that the couple will form a family together. Both animated features proved popular with the public, suggesting that the films' resolutions are considered desirable endings. The films can then be interpreted as expressing the hope that from the single-parent homes of the late-twentieth century, a new generation of stronger nuclear families can arise if these homes base their relationships on unified efforts and equal partnerships.

The purpose of this study was to determine whether the Dove Campaign for Real Beauty could be used to effectively expand the media-narrowed definition of beauty. This study focused on the Onslaught video and corresponding message board. The sample included 119 posts written by 85 different message board users. Both a descriptive and interpretive content analysis based on reception analysis was used to deconstruct the message posters' interpretation and construction of individual beauty. The posters used the board primarily to express themselves, attach blame to the media and arrive at consensus. Overall, the users responded positively to the campaign. Twenty themes emerged from the posts, with the most prevalent attaching blame to the media for societal problems. The findings of this study suggest that Dove effectively created an online community where women could find a voice to express themselves and share experiences. More importantly, Dove initiated a public discussion that is a preliminary step in changing social norms. As such, the campaign should be viewed as having been effective.

Thesis (Ph.D. Communication Studies)) -- University of Limpopo, 2020 / Hair has been a marker of identity that communicates issues of race, acceptability, class and beauty. Evidence of this was during colonialism and apartheid where South African identities were defined by physical characteristics such as the texture of one’s hair, and the colour of one’s skin. Whiteness was the epitome of beauty which came with certain privileges. Non-White bodies were defined as part of a particular narrative that saw them as well as their hair as inferior to that of White bodies. Academic literature continues to engage African hair from the perspective of a colonial legacy through a postcolonial lens. This study, however, asserts a shift in engaging African hair and introduces an African identity which is re-empowered and liberated through agency and choice, and active participation in the construction of its own identity. This shift in engagement also relinquishes the African identity’s association with the dominant narrative of its conformity to a single European ideology of beauty and identity by introducing a (post)colonial, postmodern theory of a Multi-flex, Neo-hybrid identity which forms part of the theoretical framework of this study. This study draws on the theoretical positions of postmodern theory about the concepts of ‘self’ and identity. It engages interpretations of postmodernism and ‘self’ through the works of Kenneth Gergen and Robert Lifton who provide critical theoretical insight into postmodernism and identity. It also engages critical scholars such as Homi Bhabha, Franz Fanon, Kwame Appiah, Charles Ngwenya and Achille Mbembe, amongst others. Through this theoretical lens, I examine the role of the media in the presentation of the panoply of hair (styles) to South African women in the process of constructing a fluid, flexible and hybrid identity that decentres the ideology of rigid racial identity. I also critically investigate whether non-White women who lived during the colonial-apartheid era and those born in a free democratic era share this multi-flex, neo-hybrid identity of the postmodern woman. Thus this study aims to critically explore social narratives of South African women’s hair and how the media perpetuate the construction of a new postmodern African female identity within the backdrop of the commodification of hair and identity in a globalised market and media environment. Coupled with an interpretivist paradigm, a phenomenological v approach was adopted for this study. Data was collected from print media content material namely, DRUM Hair magazine (editions 2014-2019) due to the assortment of hairstyles and identities it provides for African women. Data was also collected in the form of semi-structured interviews/personal accounts/stories presented as phenomenological narratives from colonial-born Coloured and colonial-born Black female participants. Focus group interviews were conducted on post-apartheid/born-free Coloured and Black female South African participants to understand how these women construct their identities through hairstyle choices and the impact this has on the (re)presentation of their identities within the global beauty market environment. These diverse participants aged from 18 to 104 allow me to trace, if any, the changes in perception of hair and hairstyles from colonial-apartheid South Africa to the new and free post-apartheid South Africa. The results of the study show that media enable the African woman to construct a postmodern identity through the multiplicity of hairstyles/identities available to her. It also provides the African woman with the tools to create various identities for herself through the diversity of hairstyles available to her. The African woman who is exposed to an assortment of hairstyles can navigate from one identity to the next without being loyal to one identity which is typical of the postmodern self. Another finding is that coloniality seems to continue to shape the identities of women born during the colonial apartheid era. But for those born during the (post)colonial and post-apartheid era, they embrace a navigatory form of hybridity that is not loyal to one identity but explores various forms of identity, which the market place affords them and the media perpetuate in the construction of multi-flex, neo-hybrid and postmodern identities. The implication of this study is that it is liberating since it allows us to critically review our identity and what we deem as beautiful and to question the daily choices we make not only with our hairstyles but with fashion, food and other cultural elements that shape our performance of identities. / National Institute for the Humanities and Social Sciences (NIHSS) and South African Humanities Deans Association (SAHUDA)

[pt] Este trabalho busca descrever o léxico do belo e do feio, em língua portuguesa, partindo de informações de dicionários para realizar buscas em um grande corpus de textos literários. Especificamente, o trabalho faz uso dos corpora anotados acessíveis pelo projeto AC/DC (Acesso a corpora/ Disponibilização de corpora), para, a partir de padrões que levam em conta itens lexicais do campo da beleza e da feiura, revelar aquilo que, em língua portuguesa, é considerado belo e, também, o que é considerado feio. Realizado em dois momentos distintos, o presente trabalho utilizou um dicionário digital e um físico, em seu primeiro momento, a fim de se levantar o vocabulário da língua portuguesa que circunscrevesse os campos semânticos da beleza e da feiura e o corpus Literateca, no segundo momento, o que permitiu a observação dos contextos recorrentes para os itens lexicais de cada campo. Por fim, além da descrição e análise dos dados encontrados, é elaborado um panorama cultural que tenta explicar tais ocorrências nas circunstâncias em que aparecem. / [en] This work seeks to describe the lexicon of the beautiful and the ugly, in portuguese, using information from dictionaries to search a large corpus of literary texts. Specifically, the work makes use of the annotated corpora accessible by the AC/DC Project (Access to corpora/ Availability of corpora), in order to, from patterns that take into account lexical items in the field of beauty and ugliness, reveal what, in portuguese language, is considered beautiful and, also, what is considered ugly. Carried out in two different moments, the present work used a digital dictionary and a physical dictionary, in its first moment, in order to get the vocabulary of the portuguese language that circumscribes the semantic fields of beauty and ugliness and the Literateca corpus, in the second moment, which allowed the observation of the recurrent contexts for the lexical items of each field. Finally, in addition to the description and analysis of the data found, a cultural panorama is elaborated that tries to explain such occurences in the circumstances in which they appear.

[pt] A presente pesquisa é uma reflexão que consiste em apresentar, a partir da Teologia Pastoral, temas que se entrelaçam na compreensão do espaço e projeto formativo com catequista. A discussão está centrada na dimensão catequética e busca uma correlação entre a Via da Beleza, a formação com catequista, a arte cristã e o Museu Sagrada Família. A pesquisa ora apresentada, se desenvolve em consonância com a Carta Apostólica, Antiquum Ministerium, que aponta para a necessária qualificação dos catequistas, elevados à condição de ministros leigos, bem como, uma urgência da Igreja que, sob à luz da Iniciação à Vida Cristã e de uma catequese permanente, procura desenvolver um itinerário de educação da fé, que proporcione o encontro com a pessoa de Jesus Cristo, favorecendo o surgimento do discípulo missionário. Essa urgência exige uma compreensão sobre o papel do catequista, sob enfoque da dimensão do ser, saber e saber fazer, em vista de oferecer espaços adequados para a formação; além de um itinerário formativo, que aponte para uma compreensão integral da pessoa, a partir da ótica humano-cristã. Um novo paradigma na catequese provoca uma reinterpretação sobre a Pedagogia e Metodologia a serem adotadas no itinerário formativo do catequista, dando ferramentas necessárias para que este assuma, com eficiência e eficácia, esse ministério na Igreja. A superação de um modelo formativo fragmentado, tendo em vista atender as necessidades de um novo tempo, é uma resposta criativa, aberta ao diálogo com a cultura e a arte, buscando, na tradição da Igreja, uma inspiração que se manifesta como Via da Beleza. Trata-se de viabilizar um caminho seguro, que responda com objetividade ao propósito de um itinerário formativo humano-cristão, conduzido por um diálogo entre arte, liturgia e catequese, através de uma experiência que converge ao encontro com a Beleza Encarnada, Jesus Cristo. Neste estudo, a formação com catequista é compreendida como um itinerário humano-cristão, que se dá pela via da beleza. Essa via é o espírito do espaço e projeto formativo, que se manifesta no Museu Sagrada Família-Catequese e Arte. A Via da Beleza é interpretada como um caminho que se faz a partir de uma experiência querigmática e mistagógica. Remete a um processo espiritual de construção do papel de catequista, envolvendo a superação de um olhar puramente estético, chegando aos fundamentos teológicos do conceito, revelado na experiência cristã, como um itinerário Pascal. O estudo teológico-pastoral é um caminho de síntese do processo, que se realizou através do movimento prático e teórico sobre um tema de grande relevância na ação evangelizadora da Igreja. A formação, que se faz no espaço de arte, pela Via da Beleza, gera catequistas abertos ao diálogo com a cultura e dispostos a viver um protagonismo com fé, esperança e comunhão, aparando arestas que surgem na ação evangelizadora e lançando-se na novidade, que se revela como Caminho da Beleza. / [en] The research is a reflection that consists in presenting, from Pastoral Theology, themes that are intertwined in the understanding of space and formative project with catechists. The discussion is centered on the catechetical dimension and seeks a correlation between the Way of Beauty, training with a catechist, Christian Art and the Holy Family Museum. The research presented here is developed in line with the Apostolic Letter, Antiquum Ministerium, which points to the necessary catechists qualification, elevated to the condition of layman ministers, as well, as an urgent need for the Church, which, in the light of the Initiation to the Christian Life and from a permanent catechesis, it seeks to develop an itinerary of education in the faith, which provides an encounter with the person of Jesus Christ, favoring the emergence of the missionary disciple. This urgency requires an understanding of the catechist role, focusing on the dimension of being, of the knowing and knowing how to do, in view of offering adequate spaces for formation; in addition to a formative itinerary, which points to an integral understanding of the person, from a human-christian perspective. A new paradigm in catechesis provokes a reinterpretation of Pedagogy and Methodology adopted in the catechist s formative itinerary, providing the necessary tools for him to assume, with efficiency and effectiveness, this minister in the Church. Overcoming a fragmented training model, with a view to meeting the needs of a new time, is a creative response, open to dialogue with culture and art, seeking, in the Church s tradition, an inspiration that manifests itself as the Way of Beauty. It is about making a safe pathway viable, which responds objectively to the purpose of a human-christian formative itinerary, guided by a dialogue between art, liturgy and catechesis, through an experience that converges with the encounter with the Incarnate Beauty, Jesus Christ. In this study, formation with a catechist is understood as a human-christian journey, which takes place through the beauty route. This path is the spirit of space and training project, which is manifested in the Holy Family Museum - Catechesis and Art. The Way of Beauty is interpreted as a route based on a kerygmatic and mystagogical experience. It refers to a spiritual process of construction the catechistrole, involving the overcoming of a purely aesthetic look, reaching the theological foundations of the concept, revealed in christian experience, as a Paschal itinerary. The theological-pastoral study is a route of synthesis of the process, which took place through the practical and theoretical movement on a topic of great relevance in the evangelizing action of the Church. The formation, which takes place in the art space, through the Way of Beauty, generates catechists open to dialogue with the culture and willing to live a leading role with faith, hope and communion, cutting corners that arise in the evangelizing action and launching themselves in the new, which reveals itself as the Way of Beauty.

A well digitalized world has contributed, in many ways, to a simpler and more communicative everyday life among people, both privately and through work. However, this societal structure of constantly being connected and active on social media has not only had a positive impact on people and their everyday lives. As the cues for appointments within healthcare, hospitals and psychiatric wards are increasing and the number of mental illnesses drastically increases, many studies have investigated the connection between social media and mental illness. Based on previous knowledge, the purpose of this study is to investigate how users' attitudes towards Instagram's algorithms and functions relate to the use of the application, and if there’re technical measures that could promote the users' experience on the platform and work to counteract the beauty obsession on social media, mainly in this study, Instagram. There is a clear pattern around social media and self-achievement, where the individual strives to gain interactions and affirmation on these various platforms. There is also a technical aspect where the apps' algorithm triggers a dependency on the users to continue scrolling as well as notifications that ring, which also makes it more difficult to completely disconnect from the application. In order to carry out the study and answer the question, a quantitative survey and qualitative interviews were conducted with influencers active in the social media industry, as well as the study's target group: young adults. The result of the study shows that the attitude the users have created towards the platform Instagram is that it comes with feelings of self-criticism and body dissatisfaction to a certain extent. There is also a pronounced dependence on the application, which further creates a feeling of inadequacy in the users. / Den globala digitaliseringen, som skett och sker dagligen världen över, har på många sätt bidragit till en enklare och mer kommunikativ vardag för människor. Att konstant vara uppkopplad och aktiv på sociala medier har dock inte endast för med sig positiva effekter. I takt med att köerna till vården blir längre och att den psykiska ohälsan drastiskt ökar, har flera studier undersökt sambandet mellan sociala medier och psykisk ohälsa. Med förankring i tidigare vetskap är denna studies syfte att undersöka unga svenska kvinnors attityder gentemot Instagrams algoritmer och funktioner samt hur det påverkar den upplevda skönhetshetsen. Även ifall det finns tekniska åtgärder som skulle kunna främja användarnas upplevelse på plattformen och arbeta för att motverka kroppshetsen på Instagram. Det finns ett tydligt samband mellan sociala medier och självpresentation, där den enskilda individen strävar efter att få interaktioner och bekräftelse på dessa olika plattformar. Det finns även en teknisk aspekt där Instagrams algoritmer och utformning framkallar ett beroende hos användarna till att fortsätta scrolla, samt notifikationer som är riktade mot den specifika användaren, vilket gör det svårt att helt koppla bort sig från applikationen. För att genomföra studien och besvara frågeställningen har en kvantitativ enkätundersökning och kvalitativa intervjuer genomförts med kreatörer som är verksamma i sociala medier-branschen, samt studiens målgrupp, unga kvinnor. Resultatet av studien visar att attityden användarna utvecklat gentemot plattformen Instagram är att den i viss utsträckning för med sig känslor av självkritik och kroppsmissnöje. Det finns även ett uttalat beroende av applikationen som framkallar en känsla av otillräcklighet hos användarna.

The researcher takes a user-centric empirical approach to estimate different consumer group participant views on the personalization technology adoption within the skincare industry. In addition, the study aims to highlight the main identified opportunities and concerns that users associate with the personalized technology solutions within the industry, such as skincare and product quizzes, in-depth questionnaires, smart skin analysis tools, and others. The empirical study sample consists of 17 subjects who represent three different generation groups (Generations X, Y, and Z). For data analysis purposes, the author has performed content and discourse analysis, sentiment assessment, and word cloud visualizations using the Python word cloud library. The conducted sentiment analysis shows that the Gen X group’s users overall have a negative attitude towards personalization technology adoption for the skincare (average sentiment: 0.294) in comparison to Gen Y and Gen Z consumers whose sentiment analysis results showed neutral and positive tendencies. The content analysis showed that Gen Y and Gen Z consumers are more concerned about the data governance and its associated risks than Gen X consumers for whom the results and skin health-related improvements were indicated as having higher importance. According to the gathered data, the majority of Gen Y and Gen Z consumer group participants see personalization technology as the future of the skincare industry; nevertheless, Gen X consumers believe that personalization within the skincare will not be attached to one brand and will be more focussed on addressing specific skin conditions and concerns as well as will be more evidence-based. / Forskaren använder sig av en användarcentrerad empirisk metod för att uppskatta olika konsumentgruppers åsikter om hur tekniken för att ge personliga hudvårdsråd används inom hudvårdsbranschen. Dessutom syftar studien till att belysa de viktigaste identifierade möjligheterna och farhågorna som användarna förknippar med dessa tekniska lösningar inom branschen, såsom hudvårds- och produkttester, djupgående frågeformulär, smarta hudanalysverktyg och andra. Den empiriska studiens urval består av 17 personer som representerar tre olika generationsgrupper (generationerna X, Y och Z). Författaren har för analysen av datan genomfört en innehålls- och diskursanalys, en känsloutvärdering samt en ordmolnsanalys med hjälp av Pythons ordmolnsbibliotek. Den genomförda känslighetsanalysen visar att användare i gruppen Gen X överlag har en negativ inställning till att införa teknik för att erhålla personliga hudvårdsråd (genomsnittlig känsla: 0,294) i jämförelse med konsumenter i generationerna Y och Z, vars känslighetsanalysresultat visade neutrala och positiva tendenser. Innehållsanalysen visade att Gen Y- och Gen Z-konsumenterna är mer oroade över datastyrningen och de därmed förknippade riskerna än Gen X-konsumenterna, för vilka resultaten och förbättringarna av hudhälsan angavs ha större betydelse. Resultaten av studien visar att en majoritet av Gen Y- och Gen Z-konsumentgruppens deltagare ser att utvecklandet och användandet av teknik för att ge personliga hudvårdsråd är framtiden för hudvårdsbranschen. Gen Xkonsumenterna tror dock att tekniken för personliga hudvårdsråd inte kommer att vara knuten till ett märke och att den kommer att vara mer inriktad på att hantera specifika hudtillstånd och problem samt vara mer evidensbaserad.

Актуальность темы обусловлена высокой конкуренцией на рынке. Цель магистерской диссертации – исследование и внедрение информационной системы для оптимизации бизнес-процессов организации. Задачи работы: - проанализировать работу салона без внедрения системы; сделать обзор и анализ программного обеспечения для внедрения CRM-системы; оценить экономическую эффективность внедряемого проекта. Объект исследования данной работы является информационное веб-пространство салона красоты. Предмет исследования является информационное и программное обеспечение бизнес-процессов салона красоты. Результаты работы: практическим результатом работы является план внедрения информационной системы на предприятии, для автоматизации бизнес-процесса «Запись клиента на услугу» в салоне красоты «NB Nail Studio». / The relevance of the topic is due to high competition in the market. The purpose of the master's thesis is the research and implementation of an information system to optimize the organization's business processes. Tasks of work: analyze the operation of the cabin without introducing a system; make a review and analysis of software for the implementation of a CRM system; evaluate the economic efficiency of the implemented project. The object of study of this work is the information web space of a beauty salon. The subject of the research is information and software for business processes of a beauty salon. Results of the work: the practical result of the work is the plan for the implementation of the information system at the enterprise, to automate the business process “Registering a client for a service” in the NB Nail Studio beauty salon.

[pt] Na década de 1920 a República passava por diversas mudanças estruturais em decorrência das doenças epidêmicas e da adequação ao novo modo de vida urbana. No Rio de Janeiro, enquanto capital do país, as mudanças foram mais acentuadas e foram devidamente registradas nas revistas ilustradas. Nestes registros, os textos, ilustrações e fotografias demonstram que, se por um lado os novos costumes estimulavam sociabilidades, propiciando a presença feminina nos espaços públicos e certas liberdades, por outro, os discursos médicos e a moda tornam-se mais exigentes quanto ao corpo feminino. Deste modo, saúde e beleza, doença e feiura são pares que muitas vezes se confundem, enquanto sugerem limites entre o que é considerado excessivo e o ideal. Essas novas demandas de adequação corporal parecem não ser apenas novas necessidades concebidas pela medicina ou pela moda, mas fruto do desenvolvimento profundo das técnicas de publicidade que atuaram para escoar a produção da indústria farmacêutica. Portanto, a promoção da suposta fragilidade feminina - suas doenças e defeitos físicos ou comportamentais - através da propaganda de medicamentos mostrou-se um meio particularmente eficaz no esforço de controle disciplinar do corpo feminino. Por meio da análise da publicidade de medicamentos veiculadas na revista Fon-Fon da década de 1920, este estudo argumenta como estes atuaram como instrumentos de coerção, educando e medicalizando o corpo feminino, disseminando ideais de feminilidade e sexualidade, família, saúde, higiene, e progresso nacional. / [en] In the 1920s, the Republic underwent several structural changes as a result of epidemic diseases and adaptation to the new urban way of life. In Rio de Janeiro, as the country s capital, the changes were more pronounced and very duly recorded in illustrated magazines. In these records, the texts, illustrations and photographs demonstrate that, if on the one hand the new customs stimulates sociability, providing the female presence in public spaces and certais freedoms, on the other hand, medical discourses and fashion become more demanding regarding the body feminine. In this way, health and beauty, disease and ugliness are pairs that are often confused, as they suggest limits between what is considered excessive and the ideal. These new demands for body adequacy seem not to be just new needs conceived by medicine or fashion, but the result of the deep development of adversiting techniques that acted to drain the production of the pharmaceutical industry. Therefore, the promotion of supposed female fragility – their illnesses and physical or behavorial defects - through drug adversiting proved to be a particularly effective means in the effort to discipline the female body. Through the analysis of medication advertisements published in the Fon-Fon magazine in the 1920s, this study argues how they acted as instruments of coercion, educating and medicalizing the female body, disseminating ideals of femininity and sexuality, family, health, hygiene and national progress.