Tiktok e a trend aquela garota: o conceito das prateleiras do amor e a publicidade

Abstract

The present work aims to understand the relationship between the TikTok trend “That Girl”, concept proposed by Valeska Zanello in her book “Prateleiras do Amo”r and advertising. While the concept of "Shelves of Love" helps in understanding how love experiences affects our self-esteem and relationships, the trend that proposes to teach people how to be "That girl" is corroborated in the advertising of products. This trend can be understood as a potential when it comes to building a female identity that values ​​beauty, success and self-confidence linked to an aesthetic profile of the ideal body, often anchored in advertisements. This article presents some emotions of the female relationship with their self-esteem in an era where advertising also influences diversity and self-acceptance. As for our investigation’s methodology, we used online ethnography and exploitation research. We focused on organic advertising for self-care products in the videos we selected from the platform mentioned, with the hashtag #ThatGirl and we carried out an exploratory study using a qualitative method with women between 18 and 26 years old, active on TikTok in May 2023 , to understand this relationship. The main results indicate that TikTok can influence the construction of female identity and behavior, in a positive way, as it encourages healthy habits, and negatively by presenting images with the potential to trigger comparisons, which can lead to problems related to self-esteem. In both situations, advertising is present with products that can always help "ThatGirl".