Um brinde à “nova mulher”: questões de consumo e empoderamento feminino na publicidade cervejeira

Abstract

The purpose of this dissertation is to promote, in the light of gender studies, a debate about the image of women in beer advertising, specifically in campaigns that use the female empowerment approach. To this end, the study aimed to understand, analyze and critique the appropriation of gender issues and female empowerment in brewing advertising. The theoretical contribution in the studies of gender and the contributions of the feminist movements in this study guided the deepening in the relations of gender and power. The study sought in the theoretical framework the foundation for the issues of female empowerment, so that the knowledge was comprehensive as to the concepts and as to the articulation of the women's empowerment process. In order to understand the current image of women in brewing advertising, it was necessary to understand the evolution of the female image in advertising, before and after the femvertising phenomenon, which moves publicity to the approach to female empowerment, of consumer practices. The analysis of beer advertising campaigns aligned the elements of the advertising text to the way women's images were viewed. Thus, this study questions the issues of female empowerment, and deals with the aspects that involve the construction of the new image of women in beer advertising. Methodologically, this study is based on extensive bibliographical research, and the qualitative approach adopts as the method the analysis of thematic content, according to the foundations structured by Laurence Bardin (1977). The methodology also includes, for the exploration of the material, the analysis of advertising texts according to the fundamentals of Carrascoza (1999), combined with the analysis of visual elements according to the studies of the ways of seeing of John Berger (2016). Through the analysis presented, it is possible to perceive that the issues articulated by the publicity that adopts femvertising, as an approach and as a strategic tool to promote consumption, do not contemplate the real contributions of female empowerment to the life of women, and how much female empowerment in advertising covers aspects that go beyond proposals for possible breakdowns of sexist stereotypes. In fact, this movement requires publicity as the agent that promotes the process of female empowerment.