Banca de QUALIFICAÇÃO: GABRIELLA ANCHIETA SILVA BARROS

Uma banca de QUALIFICAÇÃO de MESTRADO foi cadastrada pelo programa.
STUDENT : GABRIELLA ANCHIETA SILVA BARROS
DATE: 01/09/2023
TIME: 10:00
LOCAL: https://meet.google.com/dtf-jbat-qtf
TITLE:

FEMALE EMPOWERMENT IN BRAZILIAN ADVERTISING: A CRITICAL INVESTIGATION OF FEMINIST DISCOURSES IN CONTEMPORARY MEDIA PRACTICES

KEY WORDS:

Discourses; Empowerment; Femvertising; Feminism; Advertising.

PAGES: 94
BIG AREA: Lingüística, Letras e Artes
AREA: Lingüística
SUBÁREA: Lingüística Aplicada
SUMMARY:

In contemporary society there is a growing presence of media representations about female empowerment, films, TV series and advertising campaigns have appropriated the concept, often improperly, emptying its political and social function. In this research we will seek to investigate how advertisements aimed at the female audience represent empowerment. We will look at the femevertising marketing strategy – feminist advertising – used to rhetorically build female empowerment within advertisements aimed at women, focusing on the discursive processes that represent this empowerment and how it contributes or not to feminist activism. The chosen corpus are advertising campaigns of brands that present themselves as supporters of the feminist movement, basing their advertising pieces on a discursive narrative that promotes the empowerment of women and are allied to a feminist vision. Five advertising pieces of the brands were selected, Loreal Paris, O Boticário, Marisa, Avon, Dove and Salon Line. Each campaign was described in a multimodal transcription model that contemplates the various semioses present in each commercial. When we choose to analyze advertising campaigns, we need to be clear about the procedures involving video analysis. We realized, then, that the analysis should be broad and investigative, in the sense that we need to observe the entire construction of the commercial, since it makes several semiotic resources available: sounds, images and verbal texts. To do so, we assume the theoretical-methodological model provided by Grammar of Visual Design, by Kress and van Leeuwen (2006), in which the authors develop an analysis model that makes it possible to observe how all the semiotic resources present in a text jointly construct social meanings. In addition to basing ourselves on the assumptions of Norman Fairclough (1989; 2001; 1995; 2003) on Critical Discourse Studies. We intend to identify with the results if the advertisements analyzed only show the transformation of something intangible, such as feminist thought, to the condition of merchandise or if there really is a concern and an alignment with the political struggle of women for empowerment.

BANKING MEMBERS:
Interno(a) - 3145736 - DEBORA RAQUEL HETTWER MASSMANN
Interno(a) - 2534411 - HELSON FLAVIO DA SILVA SOBRINHO
Interno(a) - 1414920 - LORENA ARAUJO DE OLIVEIRA BORGES
Externo(a) à Instituição - REGYSANE BOTELHO CUTRIM ALVES - UFMA
Externo(a) à Instituição - ROSÂNGELA DO SOCORRO NOGUEIRA DE SOUSA - UFPA