2025-06-052025-06-052025-03-20SOUZA, Vitória Junes de. A inalcançabilidade do padrão de beleza feminino na sociedade consumerista: a eterna busca pela adequação estética imposta pelas publicidades enganosa e abusiva. Orientador: Luiz Alberto Gurjão Sampaio de Cavalcante Rocha. 2025. 18 f. Trabalho de Curso (Bacharelado em Direito) – Faculdade de Direito, Instituto de Ciências Jurídicas, Universidade Federal do Pará, Belém, 2025. Disponível em: . Acesso em:.https://bdm.ufpa.br/handle/prefix/8275This article aims to discuss the role of misleading and abusive advertising in perpetuating aesthetic standards imposed on female consumers. Offering products and services through illicit marketing strategies, such advertising tends to propagate the false narrative that satisfaction and complete happiness can only be achieved through consumption. However, given their ephemeral nature, such consumer goods are created based on artificial demands that are constantly replaced, resulting in women becoming eternal slaves to commercial trends that are purposefully unattainable, especially in the aesthetic sphere. Thus, the central question of the work arises: to what extent is the imposition of beauty standards capable of affecting the female gender? In order to formulate answers, the methodology applied is composed of the scientific and doctrinal analysis of the socioeconomic, cultural and political factors that induce the eternal search for aesthetic adequacy, as well as the understanding and application of the legal provisions responsible for regulating consumer relations, especially with regard to advertising and female hypervulnerability. From this, the damage suffered by women due to such aesthetic impositions is assessed, which result not only in the maintenance of sexist cultural aspects, but also in the precariousness of the consumer's financial, physical and psychological health. Finally, regarding the results, the importance of social participation in the monitoring of advertising is demonstrated, in addition to the essential need for the constant updating of consumerist regulations, enabling the practice of rational consumption focused on the real needs of women and, therefore, their human dignity.Acesso AbertoConsumoEstéticasHipervulnerabilidadeMulheresPublicidadeConsumptionAestheticsHypervulnerabilityWomenAdvertisingCNPQ::CIENCIAS SOCIAIS APLICADAS::DIREITOTrabalho de Curso - Graduação - ArtigoAttribution-NonCommercial-NoDerivs 3.0 Brazil