Estratégia para o consumo ou reconhecimento da diversidade? Análise de Discurso Crítico da representação identitária feminina na campanha da marca Dove

Abstract

This monographic research sought to historically analyze the representation of female identity in advertising, focusing on whether the diversity presented in the 2016 campaign <There is beauty outside the box=, by the cosmetics and personal hygiene products company Dove, is used to enhance female identity or as a form of consumption strategy. Thus, it analyzed how women were portrayed in advertising, both verbally and through images, as well as discussing the ideological meanings displayed, and whether these reinforce or refute current aesthetic standards. Thus, the research is theoretically based on Critical Discourse Analysis (CDA), since it concerns the issue of identity and the influence of mass media, which is why Fairclough's Three-Dimensional Discourse Analysis (2001) was used. In addition to the ADC, this study was also based on authors who address the topic in question, such as: Gonçalez (2009), Hall (2006), Fischer (2007), and is also a descriptive study that was anchored in a deductive method. The purpose of this work was to encourage a more critical interpretation of the discourses that expose female identity diversity, since advertisements are present in mass media, enabling models of identification and behavior, reinforcing or minimizing stereotypes. It was noted that, despite the Dove campaign trying to break stereotypes, there are still veiled normative discourses that are related to the female beauty standard. This research aims to intervene in reality by proposing the construction of a lesson plan in the educational area, as well as to encourage researchers to carry out other work on this topic, with a view to contributing to the awareness of breaking stereotypes still seen in today's society.