<p>Introduction: Aesthetic surgery becomes another option of beauty. Interested Patients seeking for choices offered outside their homeland for more benefits. Thailand maybe one of those choices people is now interested in. Thai aesthetic industry may prove to be one of the most wanted destinations because of its expertise and relatively low cost with impressive service.</p><p>Problem: “How should Thailand improve its Aesthetic service attractiveness to drive its potential to the level of internationalization?”</p><p>Purpose: This thesis aim to understand Thai aesthetic surgery business and expect to conduct the idea of how to improve the attractiveness of aesthetic service in Thailand by find out international demand then analyze advantages of Thai aesthetic surgery and what can be improve to serve international customers’ demand.</p><p>Method: Primary data gathered from interviews with two doctors, two former patients and eight interested in aesthetic surgery people from different countries. Secondary data mostly came from hospitals and clinics publications, medical articles and Societies of plastic surgeons in many countries. Business Newspaper gives idea about medical care situation and news in medical care field. The theories use to analyze information are Diamond of national advantage, 7Ps, and Total perceived quality model.</p><p>Analysis and</p><p>Conclusion: International demand of aesthetic surgery is high and people tend to go have operation abroad. Four factors of diamond national advantage show advantages and 7Ps show the capability of Thai aesthetic surgery service. Explication of Thai Marketing Mix (7Ps) clarified that Thai medical care service operate with qualified doctors and service team , well equipped instruments and luxury hospitals and clinics environment . Thai aesthetic surgery also gains high reputation from foreigners especially about lower cost of surgery. Despite the good image of this industry abroad there still are areas which the customers feel inferior ,for example the level of hospitals internationalization does not reach the high standard of international hospitals. The language barrier with hospital staff and difficulties to follow up patients</p>

Introduction: Aesthetic surgery becomes another option of beauty. Interested Patients seeking for choices offered outside their homeland for more benefits. Thailand maybe one of those choices people is now interested in. Thai aesthetic industry may prove to be one of the most wanted destinations because of its expertise and relatively low cost with impressive service. Problem: “How should Thailand improve its Aesthetic service attractiveness to drive its potential to the level of internationalization?” Purpose: This thesis aim to understand Thai aesthetic surgery business and expect to conduct the idea of how to improve the attractiveness of aesthetic service in Thailand by find out international demand then analyze advantages of Thai aesthetic surgery and what can be improve to serve international customers’ demand. Method: Primary data gathered from interviews with two doctors, two former patients and eight interested in aesthetic surgery people from different countries. Secondary data mostly came from hospitals and clinics publications, medical articles and Societies of plastic surgeons in many countries. Business Newspaper gives idea about medical care situation and news in medical care field. The theories use to analyze information are Diamond of national advantage, 7Ps, and Total perceived quality model. Analysis and Conclusion: International demand of aesthetic surgery is high and people tend to go have operation abroad. Four factors of diamond national advantage show advantages and 7Ps show the capability of Thai aesthetic surgery service. Explication of Thai Marketing Mix (7Ps) clarified that Thai medical care service operate with qualified doctors and service team , well equipped instruments and luxury hospitals and clinics environment . Thai aesthetic surgery also gains high reputation from foreigners especially about lower cost of surgery. Despite the good image of this industry abroad there still are areas which the customers feel inferior ,for example the level of hospitals internationalization does not reach the high standard of international hospitals. The language barrier with hospital staff and difficulties to follow up patients

In Czech Republic, aesthetic plastic surgery experiences a boom. By offering body modification it also contributes to a change in perception of the body and physicality of a contemporary man in a certain way. In this dissertation I have attempted to view aesthetic plastic surgery as an institution to which three different paths lead - the path of a client, the path of a physician and the path of promotion. I have approached the topic through the interviews with people who have personal experience with aesthetic surgery. Foremost I was interested in what their individual experience with the body was, what brought them to the decision to have their body surgically modified and what was the role of contemporary culture which ceaselessly produces idealized images of a human body in this decision. To my research I have added interviews with physicians who practice at clinics of aesthetic medicine together with managers of these clinics who take care of the promotion. Through their bodies people express their personality, they strive to reach an ideal harmony and even a minor modification of appearance may significantly help them to achieve this. The body has become a project and plastic surgery a tool how to win control over it - despite the signs of aging, maternity and congenital defects.

With an increased number aesthetic surgeries performed in Sweden combined with social media used as a marketing tool, potential clients are exposed for persuasive marketing messages. The harder competition has led to a pressure on prices and the requirements of marketers’ creativity have increased. We predicted that this industry faces ethical challenges which makes it worth investigating.  The purpose of the study was to explore how young women view and respond to marketing by aesthetic surgery clinics in social media. In order to fulfill the purpose a qualitative approach was conducted through the use of two different focus group interviews. Twenty screenshots were discussed by eight young Swedish women where two of them have undertaken aesthetic procedures.   The conclusions of the study shows how different marketing messages can be viewed and how clients respond to them. The respondents perceived a normalization of aesthetic procedures due to social media marketing. Furthermore, the findings also suggest that there is a difference in how young women who undertook aesthetic procedures view and respond to the marketing compared to the unexperienced women. Marketing that communicates professionalism is likely to be more positively viewed by clients. This study further confirms our predictions regarding an ethical tension between the marketing messages and the recipients.  The implications of the study are an increased awareness of how this type of marketing is viewed from young women’s perspective. Furthermore, future research could focus on if surgeons are persuasive during consolations and how this is revealed.

Submitted by Sara Ribeiro (sara.ribeiro@ucb.br) on 2018-08-09T14:06:29Z No. of bitstreams: 1 LeniseMariaSpadoniPachecoDissertacao2018.pdf: 9767698 bytes, checksum: 3b1837ac4f9fbc71683f49f394f6a27b (MD5) / Approved for entry into archive by Sara Ribeiro (sara.ribeiro@ucb.br) on 2018-08-09T14:06:37Z (GMT) No. of bitstreams: 1 LeniseMariaSpadoniPachecoDissertacao2018.pdf: 9767698 bytes, checksum: 3b1837ac4f9fbc71683f49f394f6a27b (MD5) / Made available in DSpace on 2018-08-09T14:06:37Z (GMT). No. of bitstreams: 1 LeniseMariaSpadoniPachecoDissertacao2018.pdf: 9767698 bytes, checksum: 3b1837ac4f9fbc71683f49f394f6a27b (MD5) Previous issue date: 2018-06-28 / Introduction: the reality of the aging in population got in to plastic surgery field increasing the number of elderly searching for aesthetic surgery. The number of aesthetic surgeries have grown in the last years revealing that self image care is growing too. It is known that aesthetic surgery final objective is to improve quality of life, restoring form and function of that part of the body, bringing self esteem change. Objective: to check the importance of aesthetic surgery for the elderly and if exist quality of life and self esteem difference between elderly women that had aesthetic surgery and that had not. Method: descriptive research, and casecontrol approach with 25 women with age 60 or more who underwent aesthetic surgery and another group of 25 elderly women who did not, paired by socioeconomic data. The used outcomes instruments were: cognitive test MEEM, quality of life questionnaire WHOQoLbref, Rosenberg’s self esteem scale, and a elaborated questionnaire, all filled by the researcher. The results were analised by STATA -version 14.0 and realized Shapiro-Wilk test with average and standart deviation, and qualitative ones with absolute and relative frequency. Results: overall it was identified and age media of 67,26 years, school years average of 9,96 years and the majority had no partner. Substantial comorbidities were hypertension and dyslipidemia. The most realized surgeries were abdominoplasty and blefaroplasty. Motivation mainly were physical discomfort, desire of quality of life improvement and dissatisfaction with self image. Satisfaction level with aesthetic surgery was high when related with their own body and social life. None of them had low self esteem. No difference was found of quality of life and self esteem between the two groups. There was no correlation between aging and self esteem or the different areas of quality of life. Conclusion: the elderly motivation to do aesthetic surgery are physical and psycological. There was no difference of QoL and self esteem between elderly women who had and who had not aesthetic surgery. However, separate analysis of the group who had aesthetic surgery, proved high levels of satisfaction in personal and social life. / Introdução: A realidade do envelhecimento populacional chegou ao campo da cirurgia plástica, provocando um crescimento do número de idosos que se submetem à cirurgia estética (CE) e revelando que o cuidado com a autoimagem tem aumentado. Sabe-se que o objetivo final da cirurgia estética é melhorar a qualidade de vida, restaurando a forma e função de partes do corpo, trazendo assim uma mudança na autoestima da pessoa. Objetivo: Aferir objetivamente a importância da cirurgia estética para o idoso, e se existe diferença de qualidade de vida e autoestima entre idosas submetidas à cirurgia estética e as que nunca se submeteram a esse tipo de cirurgia. Método: Pesquisa do tipo caso-controle onde foram avaliadas 50 pacientes do sexo feminino, com 60 anos ou mais, sendo o grupo-caso formado por 25 idosas que se submeteram à cirurgia estética, e o grupo-controle formado por 25 idosas que nunca fizeram cirurgia estética, pareados pelos dados socioeconômicos. Os instrumentos de teste foram aplicados em encontro único com o sujeito da pesquisa, utilizando-se: o teste cognitivo Minimental, o questionário validado de qualidade de vida (WHOQOL-bref), a escala de autoestima de Rosenberg e um questionário elaborado pelo pesquisador, os quais foram preenchidos pelo pesquisador. Os resultados foram analisados pelo programa STATA, versão 14.0; foi realizado o teste de Shapiro-Wilk com as variáveis quantitativas que foram apresentadas como média e desvio-padrão, enquanto as qualitativas foram apresentadas como frequência absoluta e relativa. Resultados: O levantamento de dados mostrou uma média de idade de 67,26 anos, escolaridade média de 9,96 anos e a maioria delas não tinha companheiro. As principais comorbidades relatadas foram a hipertensão arterial e a dislipidemia. As cirurgias mais realizadas foram a abdominoplastia e a blefaroplastia. Os motivos mais escolhidos foram o desconforto físico, o desejo de melhoria da qualidade de vida e a insatisfação com a autoimagem. O nível de satisfação com a cirurgia estética foi alto quando relacionado com a própria vida ou a vida social. Não foram encontradas idosas com baixa autoestima e não foram encontradas diferenças significativas entre os grupos quanto à qualidade de vida e à autoestima. Não houve correlação entre o avançar da idade e a autoestima ou com os domínios de QV. Conclusão: O estudo revelou que as motivações das idosas para realizar uma CE são de ordem física e psicológica. As idosas submetidas à cirurgia estética não apresentaram melhor qualidade de vida e autoestima quando comparadas a idosas não submetidas à cirurgia estética. Porém, analisando-se isoladamente as idosas submetidas à cirurgia estética, comprovaram-se altos níveis de satisfação pessoal e na vida social.

Cette recherche vise à mettre en rapport les effets du néolibéralisme sur le corps. En 2012 le Brésil a atteint la première place dans le classement international du pourcentage d'interventions plastiques par habitant. Durant ces dernières années, la proportion d’hommes ayant eu recours à la chirurgie esthétique à finalité non réparatrice a très fortement augmenté et reflète un changement dans les formes d’utilisation du corps masculin dans la contemporanéité. Le néolibéralisme a débordé les limites du monde économique pour envahir les modes d’agir et de désirer et faire du corps un bien de plus à produire et à consommer. Le marché triomphe sur les autres formes de croyance, dans une sorte de religion à laquelle le sujet devient dévot face au risque et marques de la castration. L'impact des discours de la science et de la marchandisation généralisée conduit à la promotion d’un homo economicus dans ses rapports à la jouissance. En prenant appui sur la théorie des discours de Jacques Lacan, la recherche a interrogé des hommes ayant recours à des interventions médicales à finalités esthétiques, (chirurgies plastiques, injections de botox, lifting facial, etc.) et qui font un usage particulier de leur corps. Deux cas cliniques sont distingués : l’un diagnostiqué comme névrotique et l’autre relevant de la psychose ordinaire. L'étude s’achève sur les implications au plan culturel de ces nouveaux modes de subjectivation et du privilège accordé sur un mode érotique à l'identification à l'objet. / This research aimed at relating the effects of neoliberal ideology on the body. In 2012 Brazil reached the first place in the international ranking of plastic surgery proportionally per citizen. During the last years there has been a leap in the number of men who undergo plastic surgery with aesthetic and not reparatory purpose, which reflects a change in the forms of use of the masculine body in contemporaneity. Neoliberal ideology has extrapolated the economy limits, has invaded the forms of acting and desiring and has made the body one more asset to be produced and consumed. The market prevails over other forms of belief, serving as a kind of religion to which the subject becomes obedientiary as they face castration. The impact of the discourse of science The impact of science discourse and widespread commoditization leads to the promotion of a homo economicus as to its relation to fruition. Based on to the discourses theory of Jacques Lacan, the research interviewed men who used medical interventions with aesthetic purpose (plastic surgeries, filling with botox, facelift, etc.) and make a peculiar usage of the body. Two cases stood out: one being diagnosed as neurotic and the other as an “ordinary psychotic”. The research ends with the implications on the cultural field of these new ways of subjectivation that priviledge identification to the object rather than its erotical use.

CoordenaÃÃo de AperfeiÃoamento de Pessoal de NÃvel Superior / Na contemporaneidade, padrÃes ideais de magreza, beleza, juventude e saÃde sÃo disseminados pelos discursos cientÃfico e midiÃtico, sendo impostos sutilmente pela âindÃstria do bem-estarâ. Isso contribui para o corpo ser visto pela lÃgica capitalista como um âobjeto de consumoâ submetido Ãs exigÃncias mercadolÃgicas. Os discursos mÃdico e dos media se expressam como referenciais aos sujeitos contemporÃneos, sendo o primeiro baseado na perfeiÃÃo dos corpos, enquanto o segundo no consumo e no embelezamento. O presente trabalho foi tecido por um viÃs interdisciplinar, visto que dialogamos com a Psicologia Social, PsicanÃlise, Antropologia, HistÃria e Sociologia. Apontamos o corpo em sua complexidade ao concebÃ-lo, concomitantemente, como social, singular, psÃquico, orgÃnico e cultural. Nesse sentido, uma intervenÃÃo na sua dimensÃo orgÃnica, a exemplo da cirurgia estÃtica, nÃo ocorre apartada de suas outras dimensÃes, uma vez que todas estas estÃo intimamente vinculadas. Objetivamos investigar os sentidos, sociais e subjetivos, do corpo metamorfoseado de mulheres que realizaram cirurgias estÃticas, repetidas vezes, considerando o atual contexto da sociedade de consumo. O corpo està sendo alvo de promessas de completude e de satisfaÃÃo plena, oriundas, sobretudo, dos media e da ciÃncia. O sofrimento, contudo, nÃo pode ser extirpado por completo, apesar de o bem-estar e o corpo perfeito serem alvos do atual mercado. Daà se analisar, tambÃm, as experiÃncias de sofrimento psÃquico relacionadas com as constantes cirurgias estÃticas e suas implicaÃÃes psicossociais. A abordagem qualitativa orientou este estudo no qual foram entrevistadas sete mulheres mediante entrevistas semi-estruturadas. Organizamos os relatos e os discutimos arrimados em trÃs categorias de anÃlise: a contraposiÃÃo entre o âfora-de-siâ e o âdentro-de-siâ, a contradiÃÃo entre o sofrimento e a felicidade, alÃm de o corpo ideal feminino ser legitimado pelas âindÃstrias da beleza e da saÃdeâ. Observamos que, no contexto do consumismo, o corpo assume lugar de objeto, todavia, ao escutarmos as mulheres entrevistadas, atentamos, na qualidade de psicÃloga, para um âcorpo sujeitoâ, tal como nos apresenta a PsicanÃlise, detentor de uma histÃria e uma singularidade. Essa acepÃÃo de âcorpo sujeitoâ se contrapÃe, severamente, à concepÃÃo de âcorpo objetoâ tomada pelos discursos que visam a massificar a experiÃncia subjetiva. Os discursos, referidos acima, tentam tamponar aquilo que diferencia cada sujeito, visto que a singularidade tem sido, constantemente, ameaÃada por forÃas massificadoras que visam à padronizaÃÃo, principalmente no tocante aos interesses capitalistas. Ressaltamos que nÃo desprezamos as conquistas da Medicina na atualidade, principalmente no que diz respeito aos avanÃos tecnocientÃficos relacionados Ãs cirurgias estÃticas, mas alertamos para possÃveis excessos, ou mesmo para a realizaÃÃo desses procedimentos, sem que ocorra uma implicaÃÃo subjetiva, uma atribuiÃÃo de sentidos e uma reflexÃo crÃtica. Esperamos que esta investigaÃÃo possa contribuir com as Ãreas da saÃde e da publicidade nas suas interfaces com a Psicologia Social e a PsicanÃlise, possibilitando estudos e intervenÃÃes interdisciplinares. / Nowadays, science and communication discourses propagate ideal patterns for thinness, beauty, youngness and health, which are subtly imposed by âwellness industryâ. It fosters the capitalist logic of body, that is seen as a âconsumption objectâ, submitted to market exigencies. Medical and media discourses happen to be referential to contemporary subjects, the former based on bodies perfection and the latter based on consumption and embellishment. The current study received an interdisciplinary outlook, since it exchanges ideas with Social Psychology, Psychoanalysis, Anthropology, History and Sociology. The research approaches body within its inner complexity as a social, singular, psychological, organic and cultural entity. In such sense, an intervention in its organic dimension, as aesthetic surgery, does not happen detached from its other dimensions, since all of them are intimately engaged. This study aims at investigating social and subjective senses of metamorphosed bodies of women who were repeatedly submitted to aesthetic surgeries, considering consumption societyâs current context. Body is being target of promises of full completeness and satisfaction, mostly egress from media and science. However, suffering cannot be fully expurgated, even though wellness and the idea of a perfect body are targets of current market. That is why this research analyses in addition experiences of psychological suffering related to recurrent aesthetical surgeries and their psychosocial implications. The study, which followed a qualitative approach, interviewed seven women, trough semi-structured interviews, and arranged reports, as well as researcher placed them into three analysis categories: the contraposition involving âout of oneselfâ and âinside of oneselfâ, the contradiction between suffering and happiness, and, besides, the body, legitimated by âbeauty and health industriesâ. The research points that, within consumption context, body takes the place of object, but, hearing women, the researcher, as a psychologist, attempted to a âsubject bodyâ, as Psychoanalysis introduces, which comprises a history and a singularity. Such idea of âsubject bodyâ is strongly opposed to the conception of âobject bodyâ, which discourses aiming at massifying subjective experience adopt. Such discourses try to hide things that differentiate each individual, since singularity has been often menaced by massifying forces which aim to standardize, especially on capitalist interests. The study argues that it does not undervalue Medicine conquests, mainly in the concerning to techno-scientific advances related to aesthetic surgeries, but it highlights possible excesses, or even to carry out such procedures, without a subjective implication, a sense attribution and a critical reflection. So, this work aims at contributing to health and advertising areas in their interfaces with Social Psychology and Psychoanalysis, triggering studies and interdisciplinary interventions

As cirurgias estéticas no corpo, com freqüência cada vez maior entre as mulheres e ao mesmo tempo enaltecidas significativamente pela mídia e pelo contexto social têm se configurado atualmente como um novo modo de expressão para o corpo feminino. Questionamos então, que significações são atribuídas a esta imagem de corpo, pelas mulheres que se submetem às cirurgias estéticas. Para tanto, objetivamos analisar, do ponto de vista psicanalítico: como acontece a construção da imagem corporal no processo do tornar-se mulher; que problemáticas são reveladas por estas mulheres no tocante às idealizações deste corpo e de que modo está configurado no imaginário feminino o culto ao corpo da atualidade. Neste sentido, coletamos, simultaneamente, alguns depoimentos de mulheres que já se submeteram a tais cirurgias e em seguida fizemos a análise de alguns fragmentos dessas entrevistas, de modo a encadeá-Ias nas possibilidades de uma compreensão psicanalítica da problemática ora discutida / The aesthetics surgeries in the body, with frequency much more higher between the women and at the same time exalted significantly for the propaganda and the social context, has been configured currently as new way of expression to the feminine body. We question then, which significations are imputed to this body image, whose women submit aesthetics surgeries. In such a way, we objectify to analyze, from the psychoanalytic point of view: how the construction of the corporal image happens in the process of becoming woman; which problematical are disclosed by these women referring to the idealizations narcissists of this body and that way are configured in the feminine imaginary the cult to the body of the present time. According to this, we collected, simultaneously, some speech of women whom already have had submitted to such surgeries and after that we made an analysis of speech of these contents, in arder to chain in one comprehension psychoanalytic of the problematical now argued

Made available in DSpace on 2017-06-01T18:09:01Z (GMT). No. of bitstreams: 1 Karina Carvalho Veras de Souza.pdf: 1909392 bytes, checksum: 8f620cc9b4fd0f5b01ce801911767d63 (MD5) Previous issue date: 2007-04-23 / The aesthetics surgeries in the body, with frequency much more higher between the women and at the same time exalted significantly for the propaganda and the social context, has been configured currently as new way of expression to the feminine body. We question then, which significations are imputed to this body image, whose women submit aesthetics surgeries. In such a way, we objectify to analyze, from the psychoanalytic point of view: how the construction of the corporal image happens in the process of becoming woman; which problematical are disclosed by these women referring to the idealizations narcissists of this body and that way are configured in the feminine imaginary the cult to the body of the present time. According to this, we collected, simultaneously, some speech of women whom already have had submitted to such surgeries and after that we made an analysis of speech of these contents, in arder to chain in one comprehension psychoanalytic of the problematical now argued / As cirurgias estéticas no corpo, com freqüência cada vez maior entre as mulheres e ao mesmo tempo enaltecidas significativamente pela mídia e pelo contexto social têm se configurado atualmente como um novo modo de expressão para o corpo feminino. Questionamos então, que significações são atribuídas a esta imagem de corpo, pelas mulheres que se submetem às cirurgias estéticas. Para tanto, objetivamos analisar, do ponto de vista psicanalítico: como acontece a construção da imagem corporal no processo do tornar-se mulher; que problemáticas são reveladas por estas mulheres no tocante às idealizações deste corpo e de que modo está configurado no imaginário feminino o culto ao corpo da atualidade. Neste sentido, coletamos, simultaneamente, alguns depoimentos de mulheres que já se submeteram a tais cirurgias e em seguida fizemos a análise de alguns fragmentos dessas entrevistas, de modo a encadeá-Ias nas possibilidades de uma compreensão psicanalítica da problemática ora discutida

LOPES , Janara Pinheiro . As cirurgias estéticas na sociedade de consumo: análise psicossocial das metamorfoses do corpo. 2008. 146f. Dissertação (Mestrado em Psicologia) – Universidade Federal do Ceará, Departamento de Psicologia, Programa de Pós-Graduação em Psicologia, Fortaleza-CE, 2008. / Submitted by moises gomes (celtinha_malvado@hotmail.com) on 2012-03-21T18:07:20Z No. of bitstreams: 1 2008_dis_JPLopes.PDF: 860145 bytes, checksum: 720e6d22f2fd713e098d292681a521a1 (MD5) / Approved for entry into archive by Maria Josineide Góis(josineide@ufc.br) on 2012-03-22T13:09:56Z (GMT) No. of bitstreams: 1 2008_dis_JPLopes.PDF: 860145 bytes, checksum: 720e6d22f2fd713e098d292681a521a1 (MD5) / Made available in DSpace on 2012-03-22T13:09:56Z (GMT). No. of bitstreams: 1 2008_dis_JPLopes.PDF: 860145 bytes, checksum: 720e6d22f2fd713e098d292681a521a1 (MD5) Previous issue date: 2008 / Nowadays, science and communication discourses propagate ideal patterns for thinness, beauty, youngness and health, which are subtly imposed by “wellness industry”. It fosters the capitalist logic of body, that is seen as a “consumption object”, submitted to market exigencies. Medical and media discourses happen to be referential to contemporary subjects, the former based on bodies perfection and the latter based on consumption and embellishment. The current study received an interdisciplinary outlook, since it exchanges ideas with Social Psychology, Psychoanalysis, Anthropology, History and Sociology. The research approaches body within its inner complexity as a social, singular, psychological, organic and cultural entity. In such sense, an intervention in its organic dimension, as aesthetic surgery, does not happen detached from its other dimensions, since all of them are intimately engaged. This study aims at investigating social and subjective senses of metamorphosed bodies of women who were repeatedly submitted to aesthetic surgeries, considering consumption society’s current context. Body is being target of promises of full completeness and satisfaction, mostly egress from media and science. However, suffering cannot be fully expurgated, even though wellness and the idea of a perfect body are targets of current market. That is why this research analyses in addition experiences of psychological suffering related to recurrent aesthetical surgeries and their psychosocial implications. The study, which followed a qualitative approach, interviewed seven women, trough semi-structured interviews, and arranged reports, as well as researcher placed them into three analysis categories: the contraposition involving “out of oneself” and “inside of oneself”, the contradiction between suffering and happiness, and, besides, the body, legitimated by “beauty and health industries”. The research points that, within consumption context, body takes the place of object, but, hearing women, the researcher, as a psychologist, attempted to a “subject body”, as Psychoanalysis introduces, which comprises a history and a singularity. Such idea of “subject body” is strongly opposed to the conception of “object body”, which discourses aiming at massifying subjective experience adopt. Such discourses try to hide things that differentiate each individual, since singularity has been often menaced by massifying forces which aim to standardize, especially on capitalist interests. The study argues that it does not undervalue Medicine conquests, mainly in the concerning to techno-scientific advances related to aesthetic surgeries, but it highlights possible excesses, or even to carry out such procedures, without a subjective implication, a sense attribution and a critical reflection. So, this work aims at contributing to health and advertising areas in their interfaces with Social Psychology and Psychoanalysis, triggering studies and interdisciplinary interventions / Na contemporaneidade, padrões ideais de magreza, beleza, juventude e saúde são disseminados pelos discursos científico e midiático, sendo impostos sutilmente pela “indústria do bem-estar”. Isso contribui para o corpo ser visto pela lógica capitalista como um “objeto de consumo” submetido às exigências mercadológicas. Os discursos médico e dos media se expressam como referenciais aos sujeitos contemporâneos, sendo o primeiro baseado na perfeição dos corpos, enquanto o segundo no consumo e no embelezamento. O presente trabalho foi tecido por um viés interdisciplinar, visto que dialogamos com a Psicologia Social, Psicanálise, Antropologia, História e Sociologia. Apontamos o corpo em sua complexidade ao concebê-lo, concomitantemente, como social, singular, psíquico, orgânico e cultural. Nesse sentido, uma intervenção na sua dimensão orgânica, a exemplo da cirurgia estética, não ocorre apartada de suas outras dimensões, uma vez que todas estas estão intimamente vinculadas. Objetivamos investigar os sentidos, sociais e subjetivos, do corpo metamorfoseado de mulheres que realizaram cirurgias estéticas, repetidas vezes, considerando o atual contexto da sociedade de consumo. O corpo está sendo alvo de promessas de completude e de satisfação plena, oriundas, sobretudo, dos media e da ciência. O sofrimento, contudo, não pode ser extirpado por completo, apesar de o bem-estar e o corpo perfeito serem alvos do atual mercado. Daí se analisar, também, as experiências de sofrimento psíquico relacionadas com as constantes cirurgias estéticas e suas implicações psicossociais. A abordagem qualitativa orientou este estudo no qual foram entrevistadas sete mulheres mediante entrevistas semi-estruturadas. Organizamos os relatos e os discutimos arrimados em três categorias de análise: a contraposição entre o “fora-de-si” e o “dentro-de-si”, a contradição entre o sofrimento e a felicidade, além de o corpo ideal feminino ser legitimado pelas “indústrias da beleza e da saúde”. Observamos que, no contexto do consumismo, o corpo assume lugar de objeto, todavia, ao escutarmos as mulheres entrevistadas, atentamos, na qualidade de psicóloga, para um “corpo sujeito”, tal como nos apresenta a Psicanálise, detentor de uma história e uma singularidade. Essa acepção de “corpo sujeito” se contrapõe, severamente, à concepção de “corpo objeto” tomada pelos discursos que visam a massificar a experiência subjetiva. Os discursos, referidos acima, tentam tamponar aquilo que diferencia cada sujeito, visto que a singularidade tem sido, constantemente, ameaçada por forças massificadoras que visam à padronização, principalmente no tocante aos interesses capitalistas. Ressaltamos que não desprezamos as conquistas da Medicina na atualidade, principalmente no que diz respeito aos avanços tecnocientíficos relacionados às cirurgias estéticas, mas alertamos para possíveis excessos, ou mesmo para a realização desses procedimentos, sem que ocorra uma implicação subjetiva, uma atribuição de sentidos e uma reflexão crítica. Esperamos que esta investigação possa contribuir com as áreas da saúde e da publicidade nas suas interfaces com a Psicologia Social e a Psicanálise, possibilitando estudos e intervenções interdisciplinares.