A ÉTICA CONTEMPORÂNEA NO DISCURSO DA PUBLICIDADE PARA A MULHER

AUTOR(ES)

NEUSA FUMIE NISHIDA

DATA DE PUBLICAÇÃO

2007

RESUMO

This is a research regarding questions of the contemporary ethics in the advertisement field directed to the female public. The discussion of such questions leans over deontological ethics. The objective of this study is to investigate how the advertisements published in Claudia and Nova magazines articulate questions about such ethics. So, the content analysis investigated whether advertisements followed the principles contained in the Código Brasileiro de Auto-Regulamentação Publicitária. Besides, the discourse analysis checked how advertisements were constructed based on ethics and woman in the current society. Therefore, this study showed that the representations of the deontological ethics in the feminine publicity occur in a non-linear and fragmented way. The non- linearity refers to the non- fulfillment of the ethical principles for some analyzed advertisements. The fragmentation tells how women are symbolized and how products are offered in advertisements from different standards of conduct (principles) and based on several values. Products in advertisements are showed in true or doubtful way and the representations of the women are based on contemporaries or traditional values in differentiated ways.(AU)

ASSUNTO(S)

comunicação woman comunicacao communication ethics publicidade ética linguagem e análise do discurso language and discourse analysis mulher advertising

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