Mulheres de verdade e discursos verossÃmeis: novas prÃticas discursivas na publicidade de cosmÃticos

AUTOR(ES)
DATA DE PUBLICAÇÃO

2007

RESUMO

The feminine cosmetics ads has been guided for a long time by certain aesthetic pattern, printing in their announcements models whose beauty went away enough from common woman to who the products are for. Using common women as advertising model, the campaigns âbeautiful woman of truth" and "real beauty", respectively of the companies Natura and Dove, seemed to establish something new in the field of the publicity of beauty products. Through the theoretical apparatus of AD the objective of that work was to really check if those companies had instituted a new form of speaking of the woman and for the woman and how it had been done. A common positioning of speech form Natura and Dove is be positioned contrary to the beauty pattern imposed by the media. Other common points in the speech of the two companies are vanity and well-being. However, each one treats such subjects in different ways. The subject of the aging only appears in the speech of Natura, while the subject of the seduction only appears in the one of Dove. That makes to conclude us that while the woman of Natura is gone back to herself and for her own good to be, Dove is shown in some way harnessed still to the masculine glance

ASSUNTO(S)

mulher woman beauty publicidade comunicacao analysis of the speech anÃlise do discurso publicity beleza

ACESSO AO ARTIGO

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