Representação da mulher na campanha pela real beleza dove: um estudo dos processos de significação em mensagens publicitárias.

AUTOR(ES)

Marcia Regina Santos Brisolla

DATA DE PUBLICAÇÃO

2006

RESUMO

The present essay has as a main objective to analyze the womens 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 stereotypes breaks of the womens 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 genders 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 womens body exhibition to the attractiveness. At this sense, the stereotypes breaks of the womens images werent 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 dont 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 womens body which strengths its body exhibition related to social projections to contemplation and consume.

ASSUNTO(S)

advertisement cultura da mídia gênero gender corpo media culture. body beleza ciências sociais aplicadas propaganda beauty representation representação

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