Publicada em: 14/09/2004 às 16:45 |
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A mulher, o corpo e o silêncio:a identidade feminina nos anúncios publicitários
Palavras-chave
This article intends to discuss ideas on the relationships that exist between social identity and mass communications. More specifically, it intends to study the representation of the female identity in advertisement. A discussion will be made of the notion of the social role as a category that is experienced in the tension between the individual and society. In order to go beyond a perspective centered exclusively on the Western view of the individual, social identities are thought here in terms of the tension between a classificatory axis and a value axis. Both will allow an analysis of the advertising construction of the female identity in which women appear as a body subject to fragmentation as necessitated by the product. Under this perspective the female speech will not be arising out of the woman herself - from her inner self -, as is supposed by the modern notion of the individual, but in fact through the product that is turned into an entity capable of making her body speak. Key-words Anthropology of consumption, theory of communication, culture and consumption
A mulher, o corpo e o silêncio: a identidade feminina nos anúncios publicitários |
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