A atual representação da mulher em comercias de cerveja: relações socioculturais e mercadológicas

Abstract

This article was based on a theoretical and empirical research, in order to make it possible to reach its goal: to analyze women's representation in current beer advertising. Basing on the premise that advertising refl ects existing social values, a refl ection on the role of Brazilian woman in society was proposed. The study was based on theoretical concepts presented by Pierre Bourdieu and other authors who deal with issues of domination, power, division of roles and social relations between men and women. It has been applied Content Analysis as a method in the corpus, composed by 35 Brazilian ads directed to beer brands. For the analyses, it has been codifi ed categories which represented the diff erent ways of portraying the woman in the advertising videos, as it is suggested by Bardin (1995) when the author explains the content analysis through categories. We can conclude that beer is still part of the male universe and that advertising reinforces the distinction of roles and male domination. However, through the representations, it has been noted that female audience has obtained more space within the advertising for this specifi c fi eld, although modestly, because they have presented themselves as consumers.

Transformations in female representations in beer advertisements: a Strategic Actions Fields perspective

“…The analysis of the videos was based on a set of categories indicative of sexism in the professional conventions of the creators of audiovisual pieces, defined based on the literature on sexist female representations in advertisements (Goffman, 1979;Belkaoui & Belkaoui, 1976) and inspired by other content analyses (Malta & Silva, 2016). The categories included: a) Advertising scenario; b) Sexualization of the characters; c) Role and focus of the woman, which involved verifying if the woman is serving and/or drinking the beer and if she has room to speak; d) Other traits of chauvinism.…”

“…The objective of this article is to analyze the influence of criticism on female representations in advertising practices in the brewing industry in Brazil from the perspective of Strategic Action Fields. Advertisements in the brewing sector are known for using sexist appeal, representing women in an objectified way (Malta & Silva, 2016;Silva & Costa, 2017). The period analyzed between 2012 and 2017 was marked by a trend of loss of legitimacy of these practices, which became strongly contested.…”

Kvazieksperimentalni pristup analizi apela na seks i korištenja spola u oglašavanju – dokazi iz Brazila

“…Products that target one gender, such as beer, have traditionally used sexual appeal in their ads. However, the use of sexual appeal may give rise to negative attitudes among the public, especially its members who are sensitive to the issues of a sexual nature and presence of stereotypes; this is particularly true if the public in question also includes consumers (Eisend, Plagemann & Sollwedel, 2014; Malta & Silva, 2016). Therefore, the purpose of this study is to measure the effects of sexual appeal in ads on consumers.…”