Woman's representation in advertising during the military dictatorship in Brazil

Authors

  • Lourdes Ana Pereira Silva Universidade de Santo Amaro Mestrado Interdisciplinar em Ciências Humanas
  • Paulo Fernando Souza Campos Universidade de Santo Amaro Mestrado Interdisciplinar em Ciências Humanas

Keywords:

Woman History, Publicity History, Civic-Military Dictatorship

Abstract

The publicities' history allows consider that the woman's image is continuously conveys from stereotypes built to gender, which, invariably, accentuate a secondary condition of female’s. Analyzes women’s representation in publicity constitutes the general objective of the present communication, in specific, the dim view in the print media during the period characterized for the civic-military dictatorship in Brazil (1964 – 1985) and on-line available. Thereby are presented some advertisement that brings for theme the woman in publicity in dictatorship's context in Brazil. Among other results, it is noteworthy that, despite of dictatorship be characterized mainly for the repression and negation of the civil rights, the women transgressed the established order, demarcating a rupture and rending problematic the gender's traditional hierarchy , even if not always the publicity has represented this fact in their production's modes. On the contrary, sometimes came to  disregard the female's political leadership, deconstructing or minimizing the woman as  history's active subject.

Author Biographies

Lourdes Ana Pereira Silva, Universidade de Santo Amaro Mestrado Interdisciplinar em Ciências Humanas

Docente no mestrado Interdisciplinar em Ciências Humanas da Universidade de Santo Amaro (UNISA), SP/Brasil, e do curso de Publicidade e Propaganda da mesma instituição. Doutora em Comunicação e Informação pela Universidade Federal do Rio Grande do Sul (PPGCOM/UFRGS).

Paulo Fernando Souza Campos, Universidade de Santo Amaro Mestrado Interdisciplinar em Ciências Humanas

Professor Pesquisador do curso de História e Programa de Pós-Graduação Interdisciplinar em Ciências Humanas da Universidade de Santo Amaro – UNISA. Líder do Grupo de Pesquisa Políticas e Identidades Ibero-Americanas POLIBERA/UNISA/CNPq na linha História das Mulheres no Mundo Ibero-Americano. Doutor em História pela UNESP, Assis (2003) com pesquisa de Pós-Doutorado pela USP, São Paulo (2009)

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Published

2014-12-11

How to Cite

Silva, L. A. P., & Souza Campos, P. F. (2014). Woman’s representation in advertising during the military dictatorship in Brazil. Scientia Plena, 10(12). Retrieved from https://scientiaplena.org.br/sp/article/view/2064

Issue

Vol. 10 No. 12 (2014): December/Dezembro 2014

Section

Democracia e ditadura no Brasil e na América Latina

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