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Abstract(s)
No presente estudo, dedicamo-nos a analisar como os estereótipos da mulher submissa e da mulher autónoma emergem nos anúncios publicitários de revistas femininas portuguesas. Para tanto, elaboramos, ao longo dos dois primeiros capítulos, um panorama cultural e histórico que colaborou para a consolidação destes ideais de feminilidade no imaginário coletivo e definimos as suas principais características.
Para descobrir os traços figurativos que compõem estes estereótipos nas mensagens publicitárias, estabelecemos no terceiro capítulo uma metodologia de análise. Primeiro utilizamos os conceitos de Greimas (1987) sobre os papéis actanciais nas narrativas e definimos que os anúncios seriam divididos em dois grandes grupos: o da “mulher-sujeito” e o da “mulher-objeto”. Através das elucidações de Goffman (1979) e de Mota-Ribeiro (2002), elaboramos uma matriz de análise com 84 parâmetros que iriam filtrar os anúncios de ambos os grupos. O nosso corpus foi composto por três revistas femininas mensais de Portugal – as revistas Happy Woman, Cristina e SaberViver, que somaram um total de 105 anúncios analisados. Estabelecemos duas hipóteses: de que a “mulher-sujeito” estaria relacionada com o estereótipo da mulher autónoma, e a “mulher-objeto” estaria relacionada com o estereótipo da mulher submissa.
Descobrimos que a mulher retratada nas publicidades das revistas femininas portuguesas está predominantemente relacionada com parâmetros de submissão, que lhe impõem padrões estéticos e comportamentais que reiteram seu espaço doméstico e de isolamento social, e que pouco contribuem para uma valorização das conquistas femininas. Apontamos, ainda, alguns anúncios que escapam desta tendência e se assemelham aos novos discursos publicitários de empoderamento feminino, os femvertisings.
In the present study, we analyze how both stereotypes of a submissive woman and an autonomous woman are depicted in commercials of female magazines in Portugal. In order to do this, in the first two chapters, we have recreated historical and cultural backgrounds that contributed to the establishment of these ideals of femininity in the public imagination and also defined its main characteristics. To discover the figurative patterns of these stereotypes in advertisings, we defined our methodology in the third chapter. First, we use the concepts of Greimas (1987) about action roles on the narratives and defined that the ads would be divided into two major groups: the "woman-subject" and "woman-object". Through the concepts of Goffman (1979) and Mota-Ribeiro (2003), we developed a table of analysis with 84 parameters that would filter out the ads of both groups. Our corpus is consisted of three portuguese women's magazines – monthly magazines Happy Woman, Cristina and SaberViver, which gave us 105 ads to be analyzed. We have also established two hypotheses: that the "woman-subject" would be related to the stereotype of the autonomous woman, and the "woman-object" would be related to the stereotype of the submissive woman. We found that the woman portrayed in the advertisements of the Portuguese's ladies’ magazines is predominantly related to submission parameters, which impose aesthetic and behavioral standards that reinforce her domestic space and her social isolation, and that do not respect women's achievements. We have also mentioned some ads that escape this trend and resemble to new advertisings of female empowerment, the so called femvertisings.
In the present study, we analyze how both stereotypes of a submissive woman and an autonomous woman are depicted in commercials of female magazines in Portugal. In order to do this, in the first two chapters, we have recreated historical and cultural backgrounds that contributed to the establishment of these ideals of femininity in the public imagination and also defined its main characteristics. To discover the figurative patterns of these stereotypes in advertisings, we defined our methodology in the third chapter. First, we use the concepts of Greimas (1987) about action roles on the narratives and defined that the ads would be divided into two major groups: the "woman-subject" and "woman-object". Through the concepts of Goffman (1979) and Mota-Ribeiro (2003), we developed a table of analysis with 84 parameters that would filter out the ads of both groups. Our corpus is consisted of three portuguese women's magazines – monthly magazines Happy Woman, Cristina and SaberViver, which gave us 105 ads to be analyzed. We have also established two hypotheses: that the "woman-subject" would be related to the stereotype of the autonomous woman, and the "woman-object" would be related to the stereotype of the submissive woman. We found that the woman portrayed in the advertisements of the Portuguese's ladies’ magazines is predominantly related to submission parameters, which impose aesthetic and behavioral standards that reinforce her domestic space and her social isolation, and that do not respect women's achievements. We have also mentioned some ads that escape this trend and resemble to new advertisings of female empowerment, the so called femvertisings.
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Keywords
Femvertising Mulher Papéis de Género Publicidade