Gênero e cultura participativa: a ressignificação dos discursos publicitários da Avon

Abstract

Avon is a company focused on woman since its construction, denominating itself as “The Company For Women”. This work investigates the brand in its current phase, observing its resignification as brand that preach the women empowerment and break of beauty and gender standards. This study brings to the discussion field the questions of gender, sexuality and woman’s figure representation in advertising and its resignifications in the last year. Such discussion about the theme becomes importante by identify a recent change of standards in the society and the consumer that came to have social interactions way more fluid provided through social networks. In order to observe this recent phenomenon and that for now, apparently, began to influence the brands speech, we seek to understand how it presents the construction project and positioning in advertising speech of the brand Avon in the contemporary participative culture context. Therefore, was used as theoretical contribution, concepts approached by authors as Henry Jenkins (2009), Judith Butler (2003), Simone de Beauvoir (1967, 1970), Gilles Lipovetsky (2000), Joseph Jaffe (2008), Ford and Green, together with Jenkins (2014), among others. To get to the intended considerations, we characterized the advertising film #OQueTeDefine from Avon in analysis here, considering the narrative that builds the same front the social transformations that involves the representation of women and their empowerment in advertising speeches. We adopted the technique of observation, content analysis and interview, held with the Strategic Director responsible for Avon's digital actions account and that act directly in the production of the movies that make up the corpus analysis. In the end of this study, we identify that Avon’s positioning since 2015 is tuned with the changes observed in the consumer/user behavior immerse in the contemporary participative culture.