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Publication
A evolução da representação da mulher na publicidade a produtos de beleza entre os séculos XX e XXI: uma análise às marcas Estée Lauder, Maybelline New York e Chanel
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| Dissertação_de_mestrado_38806 | 5.21 MB | Adobe PDF |
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Abstract(s)
Esta dissertação de mestrado propõe uma análise abrangente da evolução da representação da mulher nas campanhas publicitárias, através da análise do percurso das marcas Estée Lauder, Maybelline New York e Chanel ao longo das décadas. Utilizando uma abordagem mista, que combina discursiva (verbal e visual) e pesquisa documental, estudar-se-á como estas marcas retrataram e interpretaram o papel da mulher na publicidade desde a sua criação até à atualidade.
Através da análise visual ao conteúdo das campanhas, serão examinados os elementos pictóricos e verbais presentes nas campanhas, adotando uma que abordagem discursiva se concentrará na interpretação e análise crítica do discurso publicitário. Além disso, a pesquisa documental fornecerá um contexto histórico, social e cultural para compreender as mudanças ocorridas ao longo do tempo.
O objetivo é não apenas identificar as mudanças na representação da mulher, mas também analisar as continuidades e as ruturas, bem como o impacto das campanhas publicitárias na construção de identidades de género e na reprodução de normas culturais vigentes em determinados períodos históricos. Com isto, a pesquisa visa contribuir para uma compreensão mais aprofundada do papel da publicidade na sociedade contemporânea e oferecer perceção sobre as dinâmicas das relações de género na esfera pública.
This master's dissertation proposes a comprehensive analysis of the evolution of the representation of women in advertising campaigns, through the study of the trajectories of the brands Estée Lauder, Maybelline New York, and Chanel over the decades. Using a mixed approach that combines discursive (verbal and visual) and documentary research, it will examine how these brands have portrayed and interpreted the role of women in advertising from their inception to the present day. Through visual analysis of the campaign content, the pictorial and verbal elements present in the campaigns will be examined, adopting a discursive approach that will focus on the interpretation and critical analysis of advertising discourse. Additionally, documentary research will provide a historical, social, and cultural context to understand the changes that have occurred over time. The objective is not only to identify changes in the representation of women but also to analyze the continuities and ruptures, as well as the impact of advertising campaigns on the construction of gender identities and the reproduction of cultural norms prevailing in certain historical periods. Thus, the research aims to contribute to a deeper understanding of the role of advertising in contemporary society and offer insights into the dynamics of gender relations in the public sphere.
This master's dissertation proposes a comprehensive analysis of the evolution of the representation of women in advertising campaigns, through the study of the trajectories of the brands Estée Lauder, Maybelline New York, and Chanel over the decades. Using a mixed approach that combines discursive (verbal and visual) and documentary research, it will examine how these brands have portrayed and interpreted the role of women in advertising from their inception to the present day. Through visual analysis of the campaign content, the pictorial and verbal elements present in the campaigns will be examined, adopting a discursive approach that will focus on the interpretation and critical analysis of advertising discourse. Additionally, documentary research will provide a historical, social, and cultural context to understand the changes that have occurred over time. The objective is not only to identify changes in the representation of women but also to analyze the continuities and ruptures, as well as the impact of advertising campaigns on the construction of gender identities and the reproduction of cultural norms prevailing in certain historical periods. Thus, the research aims to contribute to a deeper understanding of the role of advertising in contemporary society and offer insights into the dynamics of gender relations in the public sphere.
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Keywords
Representação Evolução Mulher Publicidade Estereótipos Género Representation Evolution Women Advertising Stereotypes Gender