Manutenção da cis(hetero)normatividade na campanha “Estamos aí pra você no dia dos namorados” – Uma leitura Queer

Abstract

For a long time, Valentine's Day advertising campaigns used cis(hetero)sexual people to celebrate love, with the aim of marketing various products. People who did not meet this hegemonic standard were excluded from these campaigns. Delimited advertisements with only “coherent” subjects in sex, gender and sexuality was/is a reflection of the conservative and homophobic society in which we are inserted, in which there is a strong exclusion of dissident subjects. In this way, companies that still continue to exclude LGBTQIA+ from their campaigns believe that their consumer public is composed only of cis(hetero)sexual people. However, with the transformations that took place, society changed, the ways of being and living gender and sexuality multiplied and this demanded that advertising take a position on new identity constructions, as subjects, especially LGBTQIA+, began to not feel portrayed in advertising campaigns, since they did not address/address sexual diversity and are limited to only one way of living gender and sexuality. In this context, this work aims to analyze three advertising pieces of a Valentine's Day campaign, circulated online and propagated by Americanas S.A in several social networks, with the objective of verifying how the company and the campaign build performances of gender and sexuality, and mainly what performative project of affective relationship is put into circulation in the campaign “We are there for you on Valentine's Day”. This research is affiliated to LQ, a recent area of studies that proposes to analyze the intersection between language(gem), gender and sexuality, adopting a methodological theory of insurgency. In this research, the results indicate that the advertising campaign of Americanas S.A. is not insurgent, because it continues to reproduce hegemonic discourses that exclude sexual and gender diversity by propagating "ideal" models of affective relationships, that is, despite portraying gays and lesbians the campaign treats them as abject beings, far from "normality" and that therefore are not models of couples suitable to live in society, that is, this "retraction" of gays and lesbians it is due to the recognition that the LGBTQIA+ public is a highly consumerist public and the intention of the company is only to obtain profit and not to promote equality and respect for differences, because if it were the ones would portray them equally, as affective arrangements different from what was normalized by conservative and religious discourses, but also as normal and valid relationships to live in society. For this, we used as a methodology the enunciative-discursive reading in a queer approach. The study is theoretically and methodologically referenced in Borba (2015 [2006]), Butler (2000 [1993]), Lewis (2012), Lívia and Hall (2010 [1997]), Louro (2001), McBeth (2000), Miskolci (2009; 2013; 2014; 2021) and Santos Filho (2012; 2015; 2019; 2020), among others.