A VITRINE DE CLAUDIA
construção da feminilidade moderna (1960)
DOI:
https://doi.org/10.21680/1984-817X.2025v1n1ID41547Abstract
In the 1960s, Claudia magazine became a fundamental visual repository for understanding notions of modernity. Your advertisements acted as shop windows for women's consumption, highlighting gender, generation and class divisions. During this period of social transformation and changes in consumption patterns, a new model of femininity emerged, aimed at middle-class women who combined work outside the home with domestic demands. Industry advertisements promoted household appliances and beauty products as indispensable to this modern ideal, based on the bourgeois ideal. In the pages of Claudia, women were represented in a white, prosperous and comfortable everyday life, consolidating the magazine as a vehicle that shaped and reinforced the ideals of consumption and femininity of the time.
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