O discurso da campanha Você Não Está Sozinha do Instituto Avon: uma análise ideológica

Abstract

The present work aims to analyze how the Avon Institute campaign speech contributes to combat violence against women, in order to answer the question: how does the Avon Institute campaign You Are Not Alone fight against domestic violence? To this, we work in our theoretical framework topics such as violence against women, gender, publicity, social marketing and social media. The research involved literature review and qualitative pesquise, we used as depth analysis techniques the Depth Hermeneutics, from Thompson (2011), to understand how the ideology is operating in the discourse of the campaign analyzed, along with Bardin Content Analysis (2009), which helped us organize and categorize the documents analyzed. As a result we can point out that the Avon Institute raises awareness about the theme of domestic violence, as well as the voice of the silenced victims.