Uma análise publicitária sobre as campanhas polêmicas das lingeries da marca Duloren

Abstract

This monograph has as its object of study sexuality and diversity in advertising campaigns Duloren the lingerie brand. The research problem is to understand what messages the campaigns of Duloren provoke / evoke consumer, using five controversial and censored brand campaigns. The objective is to identify, through a survey of consumers in different profiles, as perceived advertising campaigns of some pieces from serving for transmitting improper or abusive concepts such as homosexuality, prejudice and machismo way. To understand them it was necessary to know these concepts identifying what messages expressed provoke / evoke the consumer and understanding the reasons for the suspension of advertising production by CONAR National Council for Advertising Self-Regulation. We conducted a literature review on the Brazilian legislation on the subject, especially consumeirista law and issues related to the CBAP (Brazilian Advertising Self-Regulation Code).