Objetificação da mulher na publicidade cervejeira: uma análise das campanhas da cerveja Skol

Abstract

The present work intends to make a reflection about how the woman's image is presented in publicity, more precisely in Skol's beer advertisements, considering all kind of language used. The corpus of this study consists in three announcements of Skol's "Invenções" campaign in 2006, in an image form, and two announcements of the "Escuta as minas" campaign, which went out in 2018, as a video advertisement. Thus, this work sought to analyze how women are represented in these advertisements. The media, in particular the marketing instances of it, are considered here as mechanisms of propagation and influence of sexist behaviour. However, over the years, women conquered space in society, space that in the past was permitted to and was only occupied by men. We are gonna observe if with this new modifications in society, the beer advertisements were adapted to get straight to its new public, the women. Skol, after being accused of producing its ads with sexist content, had to modify their marketing strategy, promoting some alterations in their advertisements. As publicity analysis criteria, the ADC (FAIRCLOUGH, 2001) was defined as the method of multimodals texts, and the GDV (KRESS; VAN LEEUWEN, 1996) together with the studies of the capacity of evaluation in language (MARTIN;WHITE, 2005) and in images (ECONOMOU, 2009) as methods of image analysis. The research was, therefore, organized in four parts. The first part is a contextualization of the subjects which will be discussed in the further parts. The second part, is about the theoretical basis that will serve as structure for the review of the selected adversitesements. The third part deals with the research structure, it means, the corpus selection and constitution. And at last, the fourth part discusses about the language and image valuations analysis, as well as the study of the relation between them, understanding their social practice to see how it impacts our society. As a result of the present work, it was possible to observe that the beer industry advertising had an in the way it represents women in its advertisements.