Analiza mitu piękna kobiecego ciała na podstawie wybranych reklam i sztuki krytycznej
The analysis of the myth of the beauty of a female body based on selected examples of advertisements and critical art

Summary/Abstract: The definition of beauty in the 21st century, which comes from advertising and art, has become a critical contribution to the attempt to analyse some artistic actions and events which make use of popular culture reconstructing the social reality as well as building a different semantic perspective. The postmodern body has been commodified, offered for sale, or has become an icon presenting current cultural, medical or aesthetic trends and canons. In our speech we would like to study the critical art discourse centered around a disagreement with the universally applicable carnality image of a woman whose body is subjected to aesthetic restrictions and repressed by a beauty myth of victimization. The body becomes a tool serving the interests of large marketing corporations which, by creating an artificial myth of the beauty of a female body, shape it according to their own preferred framework. Starting from the philosophical and emancipatory reflection, we aim to show in this article that the body in culture is presented according to the prevailing discourse of power. Finally, we will try to mention the importance of corporeality in the world media, where it often becomes objectified.

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