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

• Ano de defesa: 2006
• Autor(a) principal: BRISOLLA, Marcia Regina Santos
• Orientador(a): MONTEIRO, Rosana Horio
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Federal de Goiás
• Programa de Pós-Graduação: Mestrado em Cultura Visual
• Departamento: Processos e Sistemas Visuais, Educação e Visualidade
• País: BR
• Palavras-chave em Português: representação; propaganda; gênero; cultura da mídia; beleza; corpo
• Palavras-chave em Inglês: representation; advertisement; gender; beauty; body; media culture.
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS
• Link de acesso: http://repositorio.bc.ufg.br/tede/handle/tde/2783

The present essay has as a main objective to analyze the women s 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 stereotype s breaks of the women s 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 gender s 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 women s body exhibition to the attractiveness. At this sense, the stereotype s breaks of the women s images weren t 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 don t 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 women s body which strengths its body exhibition related to social projections to contemplation and consume.