Mulher preta e a publicidade brasileira: reflexos anunciados

Abstract

This study aims to understand the construction and reproduction of identity representations of black women by Brazilian advertising in the cosmetics market. To this end, a qualitative approach was adopted, comprising a bibliographic review, critical discourse analysis, and in-depth interviews, grounding the exploratory study. The second chapter, based on the bibliographic analysis, presents fundamental terms and concepts such as intersectionality, whiteness, representation, and controlling images. In the third chapter, a decolonial historical perspective is applied to deepen the history of black enslavement in Brazil, seeking to understand the legacies of this period, particularly for black women. The fourth chapter combines the critical analysis of contemporary advertising campaigns in the Brazilian cosmetics market, featuring representations of black women during the period of the fourth feminist wave, with the collection and analysis of in-depth interviews with six black women. This offers an in-depth exploration of the universe of these women as protagonists of their own experiences, adding an original and subjective perspective to the study. Therefore, it is concluded that the representations of black women conveyed by cosmetics advertising deeply affect the identity construction of these women. These representations, structured and disseminated since the period of slavery and associated with colonial ideologies, remain significant elements in the social imaginary and the lives of black women. Thus, advertising media must carefully consider the impact of its narratives, recognizing the repercussions of the discourses it disseminates. [resumo fornecido pelo autor]