A mudança da representação da mulher na publicidade da cerveja Antarctica: uma análise semiótica
Resumen
The term paper sought to analyze and discuss, based on the discursive semiotic
theory, two video advertisements produced by the brand Antarctica, one from 2006
and another from 2020. The objective was to cause a reflection about the change in
representation of women in commercials for the brand's beer, considering the
14-year difference between the two texts chosen for the corpus and the historical and
social changes that are revealed in their speeches. In this work, we analyzed the
content plan based on the generative path of meaning, observing separately the
fundamental, narrative and discursive levels, as well as the expression plan of each
advertisement, to then compare them. The results we obtained showed that the
representation of the image of women has changed considerably from the oldest to
the most recent advertising, in order to make the woman represented in a more
diverse way, no longer seen as just an object or property.
Colecciones
El ítem tiene asociados los siguientes ficheros de licencia: