Analysis of the representation of diversity regarding body image, racial traits, age and disabilities in advertising in Costa Rica

Abstract

This research analyzes the representation of physical diversity in advertising and how this has an impact and influence on people and their perception of themselves from different points of view, since advertising has a transformative role in society. This research explores through surveys, interviews and quantitative analysis the issue of diversity in advertising and how it has important effects on individuals and society in general. According to the results, in terms of weight, age and racial representation, there is still a long way to go, especially since people do not fully identify with the images presented to them, but are largely open to receiving more diverse advertising. It is then explored how advertising has a great impact on the construction of identities and self-esteem, which relates to issues such as the tendency to use Gestalt form in creating communication campaigns. In the recommendations section, practices such as the integration of human rights in the training of communicators are explored, as well as the proposal to develop more detailed market studies that reflect the real composition of the population, with a view to being able to meet their needs. At the same time, it is recommended to explore the elderly audience, which is very underrepresented and, ironically, its presence has more and more weight in the population pyramid.