Discurso publicitário e feminismo negro: uma análise do filme publicitário “essa é minha cor” da marca Avon

Abstract

This course completion work aims to identify how black feminism is represented in the advertising film in the campaign "This is my color" of the Avon brand, considering the struggles of black feminism as a category of analysis. In the theoretical foundation there are concepts of black feminism, discourse and advertising discourse. Researchers such as Angela Davis, bell hooks, Djamila Ribeiro, Kimberlé Crenshaw, Lélia Gonzalez, Patricia Hill Collins, Sueli Carneiro and Vilma Piedade were used as theoretical references. The study's methodology is the Bibliographic Research by Gil (2002), which was fundamental to raise concrete data in the development of the work, the Semiotic Analysis by Barros (2005), Duarte e Castro (2014), which address the concepts of thematization, figurativization and actorialization and Content Analysis, presented by Bardin (2016), which is divided into three chronological poles, namely: pre-analysis, material exploration and treatment of results. From the analysis carried out, it was concluded that the struggles of black feminism are present in the advertising film of the campaign “This is My Color” and that it is present in several aspects that are based on semiotic analysis and content analysis .