O feminino através do tempo: Uma análise semiótica do uso do feminismo pela publicidade

Abstract

It can be observed that, with the passing of the years and the increasing visibility of the feminist movement, the way of seeing women has changed, which also causes a change in their social roles, in family relationships, in work relationships, etc. Considering the advertising medium as a medium that reaffirms cultural values and social representations, this work aimed to analyze the recent appropriation of feminism by advertising. The analyzed material was found on the online video sharing platform Youtube and the represented brands are recognized and consolidated nationally, thus, reaching the public with great ease. Current advertising aimed at women was compared with advertising from a few years ago, which was based on classic femininity and the image of an ideal woman. In addition, we sought to analyze, through semiotic analysis, the discourse and image of such advertisements, always considering which premises allow the interpretation of their own message, assumptions and cultural representations that constitute the vision of women and the female gender. It is based on the reflection of the new advertising discourse on the feminine, and understanding that this appropriation results in a “pseudo” feminism, reflected on this movement of capitalism absorbing social movements, in which its main points are decentralized and lose strength through the group. It is expected that this study can contribute to the development of research in semiotics and cause the female audience to take a more critical look at this advertising adaptation that seeks what it has always sought: selling.