Representação feminina nos catálogos da Avon: a percepção da consumidora

Abstract

This paper aims to understand the consumer perception of the Avon about female representation in brand ads, find out if the recipient is identified with women presented by the company and the photographic image affects women at the time of purchase. The achievement of all these goals is necessary for the end to be able to respond to the problem of guiding research is whether Avon is effective in articulating their message through the photographic representation, relied on the anchor text, females in announcements of their catalogs. Therefore the work was divided into stages, the first time was that literature searches, it was possible to bring the history and key communication strategies and positioning of the company. For the lifting phase of theoretical, approach topics such as marketing and advertising, concept of culture John B. Thompson, History of Cultural Studies, Culture Circuit Richard Johnson, Cultural Identity from the perspective of Kathryn Woodward and gender identity under the vision of Joan Scott. All theoretical framework was constructed in order to give foundation for research. The methodology used was reception research, whether qualitative, with consumer brand, previously invited, the technique used was in-depth interviews conducted individually, in which were presented the ads containing women's presence and were made questions around the subject: female representation. After application of the research, data analysis, had the only source of information the speech and gestures of participants at the time of interview. The information gathered from the research were organized at the end of this work in order to respond to the problems of labor.