Análise de discurso crítica: a objetificação da mulher em propagandas de cerveja

Abstract

The Brazilian beer industry commonly appropriates female representations in its advertisements and associates them with lifestyles and consumption of the product offered. Recent advertisements seemed to suggest an alignment of their speeches to current society agendas to avoid consumer criticism such as the lack of representation both by the marker of race and gender. By means of Critical Discourse Analysis, this research analyzed ten advertisements aired between 2009 and 2019 by the Brazilian beer industry in order to verify if there was a change in the way women are represented in the advertising of the Skol and Devassa beer. This is qualitative research in which data collected are interpreted in order to assess how meanings produced by brands influence women’s image in the collective imagination from the discursive relationships established by advertising. The results indicated that, over the years, the speeches became veiled in the textual surface. However, in intertext and interdiscourse context, there is still sexism and machismo characteristic of advertisements produced and broadcast in this industry.