A mudança da representação da mulher na publicidade da cerveja Antarctica: uma análise semiótica

Abstract

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.