A imagem feminina nos anúncios publicitários um estudo nas propagandas de cervejas pela concepção da análise do discurso

Abstract

For a long time, the media uses the female image in various advertisements through advertising, and with the gigantic advance of technology, advertising reaches the final consumer more easily. Nowadays, advertisements tend to create a desire in the consumer and to persuade society to imitate behaviors and follow standards established by a culture based on stereotypes. For this to happen, the advertisements take place in strategic environments, in the beer advertisements, they take place most of the time in bars associating the image of beer to the party and fun. Following this perspective, this research, of a theoretical-methodological nature - analyst, aims to analyze the speeches in beer advertisements, showing the use of the female body in these ads and the effects of meaning. We analyze it through theoretical analysis of the French Discourse Analysis, more precisely in the studies of Michel Pêcheux, based on scholars such as Orlandi (2013), Pêcheux (1988), Saffioti (1987), Fairclough (2001), Lauretis (1987), etc., to analyze the stereotypes created around the image of women as objects of consumption.