A imagem da mulher em campanhas publicitárias de cerveja sob a ótica de consumidoras potiguares
Advertising is an important communication tool that can influence people's perception of products, services and ideas. In the case of women, advertising has historically been marked by stereotypical and objectifying representations. In the beer market, this scenario is even more evident. Beer a...
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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/123456789/56466 |
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| Resumo: | Advertising is an important communication tool that can influence people's perception of products, services and ideas. In the case of women, advertising has historically been marked by stereotypical and objectifying representations. In the beer market, this scenario is even more evident. Beer advertising campaigns often portray women as objects of desire, subordinate to men or as mere supporting characters. However, in mid-2017, Skol launched the Reposter campaign, which marked a real transformation in female representations in beer advertisements. In the campaign, women were portrayed as protagonists who consumed beer, and not just as objects of desire or supporting characters. In this context, this work aims to analyze the perception of beer advertising campaigns by consumers in Rio Grande do Norte. The research was carried out through semi-structured interviews with 7 cis women through qualitative research. As a result, we obtained unanimity from those interviewed regarding the images, which all stated that they were sexist campaigns,
which objectify and sexualize women. |
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