A mulher como embalagem do sistema: representações do corpo feminino pela publicidade

Abstract

The images disseminated by advertising display modes of sociability and show what, where, when and how to consume. It is like a mirror that shows us how we should be . Taking into account this aspect of the image, we can see how advertising is building the image of woman's body and representing it over the years. The scope of these representations defines an essential symbolic dimension, so that the images and their meanings build concrete relationships with the social actors, playing leading role in media culture. To understand the interconnections and the multiple visions of the representations of women, it became essential to examine ancient and contemporary advertisings (this poll 1969, 1989 and 2007) of a large national magazine such as Veja, so you can observe and analyze how the female representations happened / happen and what are the implications of these images in the social field. The analysis revealed that, although the advertising is dynamic and changes rapidly following the latest cultural trend, there is a recurrence between the meanings of such images in various moments, featuring stereotypes long legitimized by society, as women in their role acceptable as an accessory or sexual object, categories analyzed in this study.