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A construção das relações de gênero na publicidade da cerveja Skol : uma análise sobre consumo, cultura e criatividade
| Content Provider | Semantic Scholar |
|---|---|
| Author | Oliveira, Heloisa Sousa |
| Copyright Year | 2015 |
| Abstract | This work presents an analysis of the construction of gender relations in beer advertising, from Skol beer brand's commercials conveyed in broadcast television for the past 17 years. The objectives of our study were to analyze how men and women identify with the characters built by advertising; identify updates or changes of symbols, gestures and texts present in the Skol beer 's advertising, with regard to the construction of gender relations; and verify if there was innovation in the approach to gender relations after the modifications in legislation and from the criticism presented by society. As theoretical basis, we use cultural, gender and creativity studies to understand the research object, being possible, through this triad, to articulate the views circulating and apparently coming from the individual, be it advertising or receiver, views that become part of the culture and are present in advertising. To achieve our aims, the methodological proposal allied thematic content analysis of the language of the Skol brand's advertising parts through the observation the scene from a reception study of men and women, by performing focal groups. As a result we note that: there was no innovation in the approach of gender relations in Skol's beer advertising in the past 17 years, however, there have been changes in the representation of characters; men and women feel influenced by advertising to associate scenarios, as shown in the materials, with the consumption of beer , and to awaken in them the desire to drink; women and men between 21 and 43 years-old, from middle and lower classes, involved in the focal groups in this study, do not identify with the characters shown in parts of advertising, women as object of attraction, and men as futile, they, however, dialogue with the perspective of hegemonic masculinity presented in Skol's video commercials ; both genders believe there is identification with the parts especially among young people; men and women have different forms of consumption. |
| File Format | PDF HTM / HTML |
| DOI | 10.26512/2014.12.d.17977 |
| Alternate Webpage(s) | http://repositorio.unb.br/bitstream/10482/17977/1/2014_HeloisaHelenadeSousaFrancoOliveira.pdf |
| Alternate Webpage(s) | https://doi.org/10.26512/2014.12.d.17977 |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
