A publicidade como espaço mnemônico: semiótica da cultura, memória e representação de gênero na campanha #seeher

Abstract

The current work aims at promoting a meditation about publicity as a mnemonic space, under the perspective of gender representation. Thus, our research is divided in three moments: (1) Theoretical reflection about culture semiotics, memory, gender representation and an articulation of the concepts, fundamentals in Lotman (1996), Bosi (2003), Butler (1990), Louro (1997) and Spivak (2010), through bibliographical research; (2) study subject contextualization, Budweiser's #Seeher 2019 campaign in partnership with the movement See Her, which strives for adequate women representation in publicity; (3) analytical moment, by making use of visual analysis methodology, we establish a dialogue between Jolie (1994) and Lotman (1996), analysing advetisements from #Seeher 2019 campaign. Our work's justification is given by the low numbers of works that approach the concepts studied by us, in advertising speech. Even more so, it approaches gender representation and it promotes a relevant debate for society. In this sense, we consider that publicity articulates itself as a memory space, once it records past experiences and social contexts, it possesses the capacity to redeem them and give them new meaning. We understand that there is still much to redeem in publicitary speech, but it is important to think how much women's struggle transformed, not only society, but the sexist and patriarchal speech present in the media.