“A linda ex” - feminismo e estereótipo da mulher na publicidade brasileira

Abstract

Observing the importance of social movements in today's society, this research seeks to understand how feminism is used in cosmetics advertisements. As a guiding means, the 2015 campaign, "A Linda Ex", will be used, verifying how the appropriation of feminism by the brazilian brand, O Boticário, can reinforce stereotypes of women. Thus, the general objective of the study will be to understand how brands stereotype women in advertising. To obtain this understanding, it was necessary to do documentary and bibliographic research about the stereotype and how it is applied within the gender issue. Were also researched the ways in which advertising aims at female empowerment through femvertising, how the concept of beauty was made through history and how it can be used as a means of stigma for women. After this process, a case study about the brand O Boticário, in the advertising piece ?A Linda Ex? was carried out, applying interviews with cosmetic consumers in order to understand how they receives the commercial studied and how they perceive the advertising aimed at women. [resumo fornecido pelo autor]