“Corpos Reais” na publicidade contemporânea: a relevância do Femvertising na representatividade da mulher gorda
The feminist movement and social transformations have tried to close the gender gap in advertising. The concept of Femvertising appears to relate feminism and advertising, in addition to highlighting the urgency of representing real women in advertising campaigns. In order to understand the relevanc...
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| Formato: | bachelorThesis |
| Idioma: | pt_BR |
| Publicado em: |
Universidade Federal do Rio Grande do Norte
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| Endereço do item: | https://repositorio.ufrn.br/handle/123456789/34436 |
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| Resumo: | The feminist movement and social transformations have tried to close the gender gap in advertising. The concept of Femvertising appears to relate feminism and advertising, in addition to highlighting the urgency of representing real women in advertising campaigns. In order to understand the relevance of this phenomenon in the representation of non-standard bodies in advertising, the study aims to problematize contemporary advertising with regard to the representation of the fat female body; to analyze body and feminine concepts; to relate body and the media; to explain the concept of femvertising and how it contributes to campaigns with real bodies; and to analyze Dove, Natura and Avon campaigns. Through bibliographic research and documentary analysis, the research looked for ways to give more visibility and representation to the fat woman in advertising and concluded that, despite the advances, the protagonism of the fat body is still small, and the advertising needs to take advantage of the fact that it is also a social instrument to give more voice to these women. |
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