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Bodypositive in modern social discourse: media, advertising, fashion

Natural Science Foundations of Physical Education and Sports Training , UDC: 659 DOI: 10.25688/2076-9091.2022.45.1.5

Authors

  • Yudina Elena Yuryevna Candidate of Historical Sciences
  • Toropina Natalya Yuryevna

Annotation

The article presents an analysis of advertising materials reflecting the attitude of brands to the idea of body positive, accentuating changes in beauty standards from the standpoint of fashion and discriminatory practices. Based on the target audience’s perception of advertising campaigns, projects, publications and videos, a conclusion was made about the difference between foreign and domestic experience in using brands of the idea of body positive. The relevance of the work is due to the growing interest in positioning the image of the individual, leaving the frames set by the media space.
Tags:
Adidas , advertising campaigns , bodypositive , fat activism , media space , plus-size , public opinion , Victoria’s Secret

How to link insert

Yudina, E. Y. & Toropina, N. Y. (2022). Bodypositive in modern social discourse: media, advertising, fashion Bulletin of the Moscow City Pedagogical University. Series "Pedagogy and Psychology", 2022, №1 (45), 53. https://doi.org/10.25688/2076-9091.2022.45.1.5
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