Diversidade e autenticidade: a apropriação dos discursos identitários pela publicidade brasileira

Abstract

Contemporary society is experiencing significant transformations in social and commercial relations due to social networks and digital technologies. Although forms of interaction have changed, the cultural and subjective impulses that motivate consumption remain relatively stable. Advertising is important in building social identities, especially in the context of niche marketing and the individualization of advertising campaigns. This study analyzes Brazilian advertising in promoting gender diversity. The research adopts a qualitative approach, carrying out a narrative literature review and analysis of advertising campaigns from brands such as Natura, O Boticário and Mercado Livre. The methodology includes content analysis and critical discourse analysis, focusing on how these campaigns reinforce or challenge gender stereotypes. Analysis reveals that inclusive campaigns can challenge stereotypes and promote diversity. Successful examples such as Dove's "Real Beauty" and Burger King's "Proud Whopper" show that advertising can normalize diversity and positively influence public perception. The campaigns analyzed by Natura, O Boticário and Mercado Livre stand out for their diverse representations and efforts to promote gender inclusion. The research concludes that advertising plays an essential role in promoting diversity and building social identities. Inclusive campaigns are effective in challenging stereotypes and promoting acceptance. Despite advances, there are still challenges in achieving full and authentic inclusion in society. [resumo fornecido pelo autor]