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Master Thesis

Le sourire publicitaire

Abstract : Nowadays when the media have an important place in our society, we decided to study the place of the smile in advertising and if it meets the aesthetic criteria described by orthodontists and dentists. An analysis of the expressions found in advertisements from 4 magazines in the "fashion and societal" category and sold in France for 6 months, was carried out in 4 stages smile with orthodontic keys and morphological criteria. The most found facial expression was the attitude to 46% (combined sex). The result even goes up to 79% for men which shows that men don’t smile much in advertising. Regarding women, comes in second position pre-smile to 35% and then come posed smile and spontaneous smile to 23%. Some morphological characteristics were found in most advertising posed and spontaneous smiles : luscious lips, dominant incisors, white, rectangular in shape and appear fully (between 10 to 14 teeth), gingival limited exposure, l! ack of wrinkles, attenuated nasolabial folds and a weak or a lack of buccal corridor. Different characteristics of advertising smiles and the use and abundance of photographic retouching follow the current societal trend where the defects are not sellers and where perfection is sought on each image.
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Master Thesis
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Contributor : Frédérique Gambade <>
Submitted on : Friday, July 3, 2015 - 1:57:40 PM
Last modification on : Friday, October 23, 2020 - 4:56:49 PM
Long-term archiving on: : Friday, May 5, 2017 - 1:21:15 PM


  • HAL Id : dumas-01171328, version 1



Édouard Cholet. Le sourire publicitaire. Chirurgie. 2015. ⟨dumas-01171328⟩



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