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: an analysis of the advertising text of the artifacts in the “O Cruzeiro” Magazine

KEY WORDS:

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

PAGES: 126
BIG AREA: Ciências Sociais Aplicadas
AREA: Desenho Industrial
SUMMARY:

The research aims to categorize the representation of women in the advertising text of artifacts directed at women in the magazine “O Cruzeiro” in the 1950s, in light of the concept of gender according to Teresa de Lauretis (1994). Based on the method of content analysis, by Bardin (1977), it proposes the interpretation of the material in a qualitative analysis, the formation of categories, and reflection on the results obtained. The research uses the concept of gender from Lauretis’ (1994) perspective for the problematization related to the “role of women” in the context of the 1950s, so that reflections can be established on the relationship between the representation of women, the advertising text, and artifacts “for women” or “feminine”, that is, aligned with the stereotype contained in the asymmetry of gender binarity. The categories indicate that the advertising text of the artifacts explored the figure of the modern woman, middle class, heteronormative, to be recognized by the readers, aiming at a process of identification directed to influence consumption.

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