Banca de DEFESA: MARIA ELIANE DE ANDRADE OLIVEIRA

Uma banca de DEFESA de MESTRADO foi cadastrada pelo programa.
STUDENT : MARIA ELIANE DE ANDRADE OLIVEIRA
DATE: 30/04/2024
TIME: 14:00
LOCAL: https://meet.google.com/jxx-zxps-ihn
TITLE:

THE REPRESENTATION OF WOMEN IN "O CRUZEIRO": AN ANALYSIS OF ADVERTISING FOR ARTIFACTS

KEY WORDS:

gender; O Cruzeiro; artifacts; content analysis; woman.

PAGES: 117
BIG AREA: Ciências Sociais Aplicadas
AREA: Desenho Industrial
SUMMARY:

This research aims to investigate the representation of women in the advertising text of artifacts in "O Cruzeiro" magazine in 1955. Based on the contente analysis techniques presented by Bardin (1977), it proposes the formation of categories, the interpretation of the material in a qualitative analysis and to reflect on the results obtained. In this sense, the research uses the concept of gender from the perspective of Lauretis (1994) to problematize the "role of women". Thus, through the categories formed, it is possible to reflect on the representation of women, the advertising text and specific artifacts, in other words, aligned with the stereotype contained in the asymmetry of gender binarity. Therefore, the categories indicate that the advertising text of the artifacts explored the figure of the modern, heteronormative, middle-class woman, to be recognized by the readers, since their identification is aimed at influencing consumption.

COMMITTEE MEMBERS:
Externa à Instituição - ANA MARIA QUEIROZ DE ANDRADE - UFPE
Interna - ***.424.007-** - ANA NEUZA BOTELHO VIDELA - UFCA
Presidente - 1134069 - VIRGINIA PEREIRA CAVALCANTI COUCEIRO