Uma análise sobre empoderamento e identidade em uma campanha publicitária à luz da análise do discurso

Abstract

This study analyzes how advertising texts for beauty product brands influence the construction of female identity, focusing on the discourse of empowerment present in these campaigns and its relationship with the principles of contemporary feminism. In this sense, we have the following question as a guiding point: how does advertising discourse impact female behavior and the values associated with the ideology of beauty? Among the specific objectives, the following stand out: to analyze the interaction between different discourses and the intentions of the subjects in the construction of meanings, to explain how advertising uses persuasive strategies to influence the target audience, and to explore the complexity of female identity from a feminist perspective. Thus, the methodology used is based on the Discourse Analysis of the French Line, based on Maingueneau's (2008) studies on language, meaning, and discursive practice, and on Hall's (2006) theories on culture and postmodernism. It explores fundamental concepts such as subject, interdiscourse and identity, present in these authors, and also includes contributions from Berth (2019), Hooks (2018), Butler (2018), Beauvoir (1967), among others. To carry out this work, we used two images from Avon's “#DonadessaBeleza” advertising campaign, broadcast in November 2016. This campaign was selected because it was part of a context of resistance to patriarchy, using advertising as a platform to convey a feminist discourse. Based on the analysis, we can identify the discourses that manifest themselves about the female figure in the advertising texts, evidencing, through verbal-visual language, reformulated conceptions of the female subject. The language and images used construct narratives that dialogue with the evolution of the role of women in society, challenging traditional stereotypes and proposing new identities. In conclusion, the research demonstrates that Avon challenges traditional beauty standards in its advertising texts, promoting identity expression and freedom of choice.