[pt] A pesquisa buscou refletir sobre as repercussões históricas da Iógica do branqueamento enquanto política, contextualizando-a no cenário brasileiro e entendendo seus desdobramentos. O caminho da presente pesquisa segue uma lógica histórica, debatendo a partir da literatura revisada dos campos da psicologia nas suas vertentes relacionadas ao racismo, branqueamento miscigenação e colorismo. Como meta esperada, esperamos expandir o entendimento teórico dos conceitos de branqueamento, tendo em vista que este, enquanto faceta do racismo, influencia no desenvolvimento dos processos de subjetivação. / [en] The research sought to reflect on the historical repercussions of the whitening logic as a policy, contextualizin it in the Brazilian scenario and understanding its consequences. The path of this research follows a historical logic, debating from the revised literature of the fiel ds of psychology in its aspects related to racism, whitening, miscegenation and colorism. As an expected goal, we hope to expand the theoretical understanding of the concepts of whitening, considering that this, as a facet of racism, influences the development of subjectivation processes.

El presente trabajo explora qué genera el colorismo en la publicidad mediante la representación de las mujeres de raza no blanca a partir de la necesidad de crear modelos de belleza difíciles de alcanzar. Este tema se aborda desde los conceptos básicos como de lo que es racismo y colorismo a fin de conocer cómo estas están relacionadas con el ámbito publicitario pues, de esta manera, se reforzaría la importancia de estudiar el colorismo en la publicidad, dado que permite identificar cómo es que a partir de esto las marcas representan a las mujeres. Para ello, se propone la aplicación de la metodología cualitativa y mediante la técnica de entrevistas, y el caso que complementará esta investigación es Fenty Beauty con su campaña de lanzamiento del 2017 mediante el cual se analizará cómo se manifiestan los estándares de belleza en el discurso publicitario y representaciones publicitarias / This work explores what colorism generates in advertising through the representation of non-white women based on the need to create difficult-to-reach models of beauty. This topic is approached from the basic concepts such as what is racism and colorism in order to know how these are related to the advertising field since, in this way, the importance of studying colorism in advertising would be reinforced, due to its allowance to identify how is it that brands represent women from this point of view. To do so, the application of qualitative methodology and the interview technique is proposed, and the case that will complement this research is Fenty Beauty and its 2017 releasing campaign through which will be analyzed how beauty standards are manifested in advertising discourse and advertising representations. / Trabajo de investigación