Representação da mulher na campanha pela real beleza dove: um estudo dos processos de significação em mensagens publicitárias.
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Data
2006-06-30
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Universidade Federal de Goiás
Resumo
The present essay has as a main objective to analyze the women s representation
at the printed advertisements of the campaign for the real beauty Dove, published in Brazil,
between 2004 and 2005. The international campaign promoted by Dove provides the
stereotype s breaks of the women s images in the media. It uses at its ads common women
which are not professional models. I assume, at this essay, that the visual and verbal
representation in the advertisement works as an ideological mechanism to the reproduction
and construction of the gender s identities. According to this perspective, and working with
the theory of the cultural and gender studies, I identified the ways the women are been
represented in the Brazilian edition of the campaign for the real beauty Dove. These
representation are not only produced , but either reproduced, considering the meaning that
surrounds in the media culture, that are related to the forms by which the conception of gender
and sexuality are built to justify characteristics , behaviors and attitudes socially attributed to
the women. The analyze reveled the Dove real beauty are related to attributes considered
naturally female as the sensuality, seduction and the women s body exhibition to the
attractiveness. At this sense, the stereotype s breaks of the women s images weren t verified,
once the analyze reveled the adds strength the status quo, through the repetition of the social
and cultural standards which keep as a reference the white women with straight hair, middle
class, with a visually well cared body, even over weight, and excluding those ones who don t
adapt to these standards. The image of the women in the campaign follows rules of
representation socially accepted. The huge difference is omitted, once it takes to naturalized
images of the women s body which strengths its body exhibition related to social projections
to contemplation and consume.
Descrição
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representação , propaganda , gênero , cultura da mídia , beleza , corpo , representation , advertisement , gender , beauty , body , media culture.
Citação
BRISOLLA, Marcia Regina Santos. Representação da mulher na campanha pela real beleza dove: um estudo dos processos de significação em mensagens publicitárias.. 2006. 100 f. Dissertação (Mestrado em Processos e Sistemas Visuais, Educação e Visualidade) - Universidade Federal de Goiás, Goiânia, 2006.