Racismo anunciado: o negro e a publicidade no Brasil (1985-2005) / Announced Racism: Black people in the Brazilian advertisement (1985-2005)

AUTOR(ES)
DATA DE PUBLICAÇÃO

2010

RESUMO

This presented work has as a main objective the study of the Afro-Americans participation in Brazilian advertisement from years 1985 to 2005, searching not only their appearance in advertisement during this period, but also identifying and analising the most common stereotypes they are impersonating. The hypothesis we want to prove is that the black people image presented in advertisement from the end of the 20th century to the beginning of the 21st century is based upon depreciative and subalterning representations socially built during the 19th century. To do so, we will start our dissertation examining the arise of racist thoughts in Brazil (circa 1850) and the outcome as eugenist and conservative political projects that had a formation of a white country as their target. Hereafter, we will work about the influence of these thoughts in the cultural production of the 19th century with special focus to literature, press, and newspaper advertisements also debating the consolidating and perpetuating means of the stereotypes through the 20th century. The following step consisted in the analysis of those images that make our sample, searching breaches and remainings not only related to the 19th century past but also inside the proposed framework. The chosen period (1985-2005) is related to the importance in the anti-racist fight context, and our sample had as the main documental source Veja magazine, not only because of the publication weightiness, but also for the importance of certain researches give to advertisements carried in magazines. Lastly, shall we clarify that the centre of interest is advertisement due to the importance given for this industry among the communication means as a whole, as a financial prop or as a ideas and behavior agent.

ASSUNTO(S)

advertisement brazil; black people and afro-americans brazil; communication means brazil; racial estereótipos;meios de comunicação brasil negros e afrodescendentes brasil; publicidade brasil; racismo brasil; relações raciais brasil; r

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