UM ESTUDO DOS PROCESSOS DE SIGNIFICAÇÃO EM MENSAGENS PUBLICITÃRIAS

Abstract

This paper analyzes the representation of women in print ads from Dove campaign for real beauty, served in Brazil, in the period 2004-2005. The campaign proposes to break stereotypes disseminated image of women in the media, in their ads using ordinary women, who are not professional models. The visual and verbal representation in advertising functions as an ideological mechanism for the construction and reproduction of gender identities. Such representations are produced and reproduced, considering the meanings circulating in the media culture, related to the ways in which conceptions of gender and sexuality are constructed to justify behaviors and attitudes socially assigned to women. The information obtained from the analysis revealed that the real beauty proposal by the brand is tied to certain benchmarks and attributes considered as naturally feminine.

 

 

Index Terms - beauty, woman, advertising , representation.