Análise do discurso sobre a mulher materializado em comerciais televisivos

Abstract

This paper presents results of an analysis of the discourse about women materialized in television advertisements from different times. This research was done with the objective of verifying which discourse about women circulates in commercials from different periods in broadcast and cable TV channels. These commercials are about automobile and products that help in the household chores like cooking and cleaning the house. We analyzed television commercials from different periods of time so that we could check whether or not there was disruption in the discourse about the social roles of women materialized in them. To accomplish this paper, we opted for the French Discourse Analysis as the theoretical support, since we are analyzing not only the verbal, but also the nonverbal information presented in the advertisements selected, considering the exterior to the language as constitutive of it. This enabled us to understand that, although the discourse is being upgraded in society, the discourse that is materialized in television advertisements remains identified with a traditional Discursive Formation about women. Which means that, although over the years society has developed a discourse of resistance to the traditional discourse that says that the social role of women is to only take care of home and family, this changing of discourse does not occur in television advertising for cars and products that help in the housework, and it ends up still holding the imaginary over woman produced in old advertisements.