A figura da mulher na linguagem da propaganda: implicações sociais

Abstract

This paper uses the discussions of female bodies' in advertising, based on the analysis of a representative Set of televised ads Brazilian open. Starting from a macro sociological perspective based on critical theory of Adorno and Horkheimer (1985), sought to understand the underlying structural supposed to advertising messages. Identified that androcentric social order predates the Institutions of the contemporary consumer society, the Cultural Industry and capitalism. However, is related to Them and Them is by re-meant and unfolded. The male and female stereotypes convey, Creating templates for the identification and, therefore, behavioral patterns, advertising vehicle become a privileged gender ideology