Espelho, espelho meu! O que te define? Uma análise das estratégias discursivas em anúncios publicitários direcionados ao público feminino

Abstract

The present study aims to analyze discursive strategies used in advertisements aimed at women, based on the theoretical framework of Semiolinguistic Discourse Analysis. The aim is to verify similarities and differences between the proposals of each chosen brand, in addition to identifying the targeted female profile and how this image is conveyed, seeking to answer how the cosmetics companies mentioned expect women to see themselves. Using clippings, the aim is to observe the discursive-linguistic strategies chosen by brands to reach the female audience and sell products. The aim is to understand the way in which texts are constructed and how the image of women is conveyed. It is proposed to investigate the mechanisms underlying such discourses in order to understand how, supposedly, they would be capable of provoking conjectures regarding female voices. Responsible for possible meaning effects, advertising (or the so-called publicist subject) is recognized as an instance of production, motivating reasoning for economic, technological and symbolic logic. The research is based on the interpretation of advertisements from beauty magazines, then observed on their companies' websites, aimed at the female public, so the object to be analyzed was cut in order to cover popular aspects of Brazilian consumption. The collection of advertisements was carried out based on pieces published by the cosmetics companies Avon, Natura and Jequiti, considering, in such examples, the critical view in relation to the way in which advertising strategies are developed and implemented. The objective of this study is to cause reflection on what is promoted to motivate and achieve the consumption of beauty products, so it was possible to observe the discursive strategies in advertisements aimed at women and realize that various types of women are beginning to establish themselves in history, with their beliefs and ideologies. Some may see themselves in the mirror called advertising and recognize themselves, even boasting, feeling better than the proposal made, others not identifying themselves, but supporting the product sold, understanding that they need it. The fact is that what defines us, at this moment, can go beyond our beliefs, corroborating them or just showing us, momentarily, the need for framing. By seeing ourselves reflected, we can understand how powerful language is, in addition to being alive, multifaceted. The work causing reflection and desire to perpetuate the analyzes for future advertisements that will be loaded with current historicity or going back in time due to some specific factor, the objective will have been achieved. We need to constantly study what we see and consume, since we unintentionally define who we are through our choices!