Bares populares, anúncios de cerveja, mulher(es) e práticas de letramento no sertão – um olhar queer

Abstract

For a long time, beer advertisements used half-naked women on the cover of their commercials to promote the product. Those women appeared in sensual poses and, almost always, as a waitress to serve the beverage. This exacerbated publicity with the female body was a reflection of the sexist society of the time when the gender hierarchy was very strong. Thus, the beer companies when publicizing their ads believed that their consumer audience was formed by heterosexual men. However, over time, society changed and this change demanded a new adaptation from the advertising media, as society began not to feel portrayed by how the objectification of the female body was expressed in those advertisements. From this context, this study aims to analyze two popular bars located in the downtown area of Delmiro Gouveia, a countryside city of Alagoas, to verify how subjects use literacy, how subjects are inserted in literacy practices, and, mainly, what is the performative project of gender, of women and men, that is circulated in the beer ads in those bars. This research is based on Queer Linguistics, an area focused on the studies of language and which proposes to analyze the interface between language, gender, and sexuality, adopting a theoretical-methodological stance of insurgency. In this study, the results show that beer ads have changed over time, adopting distinct and insurgent ideological positions and that if there were previously homogeneous ads featuring half-naked women on their posters/commercials, today, in the analyzed ads, there is the deletion of women, of men and also from other niches, with beer ads no longer focused on specific audiences, but mass-produced, targeting a macro audience. We used as a methodology the enunciative-discursive reading in queer perspective. The research is theoretically and methodologically based in Bakhtin (2018 [1929]), Borba (2015 [2006]), Butler (2017 [1990]), Hoffnagel (2010), Livia and Hall (2010 [1997]), Lakoff (2010) [1975]), Lewis (2002; 2012; 2018), McBeth (2000), Miskolci (2015), Santos Filho (2012; 2015; 2017; 2018) and more.