A representação da velhice da mulher no discurso publicitário da Natura Chronos

Abstract

The main objective of this research is to identify how the representation of women's old age is produced in the advertising discourse of the Natura brand, through its Chronos line. This reflection seeks to connect concepts of representation, discourse and old age, related to advertising; discuss the representation of the elderly woman in advertising discourses; discuss gender relations and the issue of worship to youth; and understand - through the analysis of the collected data - the representation of women's old age from the advertising discourse on the Natura Chronos website in 2020. To compose the basic knowledge about aging, consumption, the elderly public as market segmentation, the commodification of youth and gender relations, we use the main concepts of Cepellos (2020), Baudrillard (apud MARTINS; MARTINS, 2016), Kotler and Keller (2012), Castro (2018), Teixeira (2008) and Saffioti (apud GUERRA, 2009). The object of study, presented as the Natura Brasil brand's website, through its Chronos line, anti-wrinkle section and subsections, expresses its relevance since the discursive elements present in the initial section and in each subsection, with products and contents specific to each age, are fundamental as a study agent for this work, being the main source of analysis. The work is built on theoretical and conceptual pillars of authors who have already elaborated knowledge on the recurring themes in the research, such as Debert's (apud DARDENGO; MAFRA, 2018) approaches and its bias linked to the study of old age and aging; together with the conceptualizations of Teixeira (2018); gender relations and the feminization of old age with the contributions of Cepellos (2020); tracing themes with the representation of the elderly woman in advertising speeches, by Rocha (2001); as well as advertising discourse and adoration of youth, based on Mendonça (2018). With the bibliographic support also allied to the methodology of Critical Discourse Analysis, in the Three-dimensional Model of Discourse Analysis, conceptualized by Fairclough (2001), it is possible to understand the textual, procedural and social issues of discourse in the specific scope of the brand, with support of Thompson's (apud LOPES, 2014) concepts. As part of the results, taking into account the object cuts, the guiding concepts and the method of analysis, it is possible to understand that the representation of women's old age in the advertising discourse of Natura Chronos is guided by important social markers of old age, as well as intertextualities and hidden contradictions, where women are categorized by their age groups and instigated to think about the aging process being experienced, according to their age. The approach presented in the speech concerns the appreciation of the beauty of women at all stages of life, but the signs of the aging process must be fought or treated, in a kind of pattern predetermined by the brand.