A game between semiotics and beauty advertising on social networks

Over time, the way in which communication is perceived has changed. What used to be television, magazines or print advertising, today is social media. Along with this, there has also been a change in the way beauty advertising is communicated, as it used to not show women of color, robust , with freckles, with short hair, etc. Now it is a little more normalized, as it has influenced women with these stereotypes and they compare themselves to themselves. However , this type of beauty advertising, such as makeup, lingerie or even influencers, still has limits that have made women have a perfect standard of beauty, i.e. the fact of being skinny, having good attributes, a perfect smile, long nails, long hair, etc., to be accepted in society or with themselves, which is a situation that is normalized in social networks. This review article will analyze the impact that this type of advertising on social networks has had on Colombian women and how this has created stereotypes in society itself. It will identify the important role played by aesthetic semiotic codes in this situation and will compare different cases of some brands such as Victoria's Secret and Avon