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Abstract(s)
Os anúncios publicitários presentes nas revistas de moda auxiliam na criação e
transformação de identidades e representações sociais, permitindo que os indivíduos criem
identificações através do consumo de moda. A representação social, a moda e a publicidade,
são reflexo das interações sociais e das sociedades. Com a relação destes conceitos é possível
entender os diferentes papéis de gênero representados nos anúncios publicitários. O objetivo
deste trabalho é analisar e comparar as diferenças entre as representações sociais de gênero
presentes na publicidade dos anos de 1952 e 2016. A análise dos anúncios apresentados,
permite identificar papéis representados por cada gênero, assim como as principais
diferenças entre as épocas, a partir de categorias definidas com base no método de análise
de conteúdo. Com base nas análises é possível relacionar valores tradicionais,
comportamentos e costumes impregnados em cada época, assim como papéis que
caracterizam a figura feminina de forma objetificada, sexualizada e submissa.
The advertising present in the fashion magazines help not only the creation and transformation of the identities and social representation, but also enable individuals to create identification through the consumption of fashion. Representation, fashion and advertising are a reflection of social interactions and societies. Taking these concepts into consideration is possible to understand different gender roles portrayed advertising. The aim of this study is to analysis and compare the differences of the social gender representations portrayed in the advertisings of the years 1956 and 2016. The analysis of these advertisings allows the identification of roles represented by each gender as well as the main differences of these years, through defined categories based on the content analysis methodology. Based on the analysis, it is possible to relate traditional values, behaviors and customs common to these periods of time, as well as the different roles characterized by the female figure seen as sexually submissive object, may be related to these analysis.
The advertising present in the fashion magazines help not only the creation and transformation of the identities and social representation, but also enable individuals to create identification through the consumption of fashion. Representation, fashion and advertising are a reflection of social interactions and societies. Taking these concepts into consideration is possible to understand different gender roles portrayed advertising. The aim of this study is to analysis and compare the differences of the social gender representations portrayed in the advertisings of the years 1956 and 2016. The analysis of these advertisings allows the identification of roles represented by each gender as well as the main differences of these years, through defined categories based on the content analysis methodology. Based on the analysis, it is possible to relate traditional values, behaviors and customs common to these periods of time, as well as the different roles characterized by the female figure seen as sexually submissive object, may be related to these analysis.
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Keywords
Gênero Moda Publicidade Representação Social