Gênero, raça e percepção: uma análise dos comentários digitais da campanha “um olhar aberto te define” da Avon

Abstract

The present paper intends to analyze the perception of black women over representation according to race and gender related to the AVON cosmetic brand‟s advertisement “O que te define”, through content analysis. For that purpose, it was necessary to define the theoretical framework in which our approach consisted, presenting the area of Advertising and Marketing and its language, through authors such as Manuel Castells, and the idea of the subject as an interactive agent, and Adair Peruzollo, on the strategy of persuasion. It was also key to explain racial and gender issues, questioning historically constructed social patterns in both perspectives of segmentation, emphasizing the gender terminology as constructed identity, by Joan Scott. Inside this public segmentation, we will try to approach the matter of black women beauty and the media influence on defining patterns. For better understanding of perception analysis, some concepts were examined on the process of knowledge, with Paulo Freire, and the generative themes, along with the construction of culture related to social relations and the process of individual identification. The analysis was also based on themes such as consumer behavior and its values definition with Christiane Gade and Eliane Karsaklian. The method used was qualitative, through examination of responses from the brand‟s followers, along with content analysis technique, categorizing 140 comments of black women, based on the profile photo in the social network Facebook, in the advertisement‟s post. After the analysis of comments and the inference process based on the concept of Laurence Bardin, the data analysis was organized in 8 categories and subcategories aiming to answer out research question. The study of these data brought the conclusion that, considering the position of fight against prejudice and incentive to women empowerment, black women feel identified and touched by the ad but they still seek for appreciation, more representativeness and diversity in the medias and in the are of advertising and marketing.