A apropriação do feminismo pela publicidade contemporânea e sua relação com o contexto social

Abstract

This monograph aims to analyze how the advertising that seeks to manifest feminist ideals in today's society develops, a complex context that involves a dispute between the exaltation and the opposition to feminism. The paper discusses the feminist movement, antifeminism and themes and concepts related to women, consumption, advertising and feminism. This paper also presents an analysis of commercials that seek to portray feminist ideals, this analysis is constructed from a categorization that results in the presentation of four pillars: that of Solidarity; the Beauty; the Claim and the Freedom. The research has a qualitative approach, involving bibliographical research and content analysis. With this work, it was concluded that contemporary advertising, in the search for the representation of feminism, presents ideological principles of the movement, but also reinforces antifeminist ideologies. Thus, a discourse is set up that often distances itself from the movement and social reality in which women are currently inserted (sic).