Representação de mulher nos comerciais de automóveis : garota é apenas equipamento opcional
AUTOR(ES)
Andrea de Almeida Lara
DATA DE PUBLICAÇÃO
2007
RESUMO
Starting from the Cultural Studies approach in the midiatic products analysis and more specifically the Theory of the Social Representations, the Content Analysis and the Ad Discouse Analysis this dissertation identify the representations presents in cars commercials from1950 to 1990 decades Brasil. The definitive period considers these five decades privileged in sócioeconomic and politics changes in the country. The selected ads for study chosen from a collection produced by the Museu da Propaganda about Automobile History in Brasil. It was used as selection criterion the women presence in automobile advertisement movies. From the 74 ads contained the Vol.I of this collection, was retired 34 with the women presence. categorized they was submitted to a data quantitative analysis under Content Analysis referencial and a qualitative analysis of the speech advertising present in the ads undeer the contribution offered by the Discourse Analysis. The results indicated, principally, that the women was showed in these ads three representations: woman house wife, object woman and setting woman. These representatios has been defined considering recurrent characteristics like clothes and accessories used by the women, the kinds of cars where appear in the commercials and the ads production characteristics, beyond speech advertising of these ads. It infers that such constructions are articulated as the women has been seen in the brazilian social scope, being that medias collaborate for the partner-hisitorical construction of our society.
ASSUNTO(S)
comunicacao representação social gênero e comerciais de automóveis
ACESSO AO ARTIGO
Documentos Relacionados
- A mulher margarina : uma representação dominante em comerciais de TV nos anos 70 e 80
- Mudança tecnologica na industria brasileira de automoveis e comerciais leves : uma comparação entre as decadas de oitenta e noventa
- Representação da violência de gênero contra a mulher nos jornais de Cabo Verde : uma análise de conteúdo de A Semana, A Nação e Expresso das Ilhas
- Sedução e desejo : representações da mulher nos anúncios de perfumes femininos
- Mulher na Ciência: representação ou ficção