Marcas da senzala na construção da imagem do negro na publicidade brasileira de ontem e de hoje

• Autor(a) principal: Almeida, Isaac D'Leon de
• Data de Publicação: 2016
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Repositório do Centro Universitário Braz Cubas
• Texto Completo: https://repositorio.cruzeirodosul.edu.br/handle/123456789/493
• topic: Negro; Discurso Publicitário; Representação; CNPQ::LINGUISTICA, LETRAS E ARTES::LINGUISTICA::TEORIA E ANALISE LINGUISTICA

Throughout Brazilian history, discourses that mark us as subjects of a nation that has been shaped by a mixture of ethnicities have circulated. On that note, we are considered equal, friendly, peaceful and hospitable. However, it is still from this same source, the miscegenation, that discourses which ofen take us back to Brazilian colonial times can be observed, bringing about marks and evidence from a period that still echoes nowadays. As a consequence, they marginalize the black subject who is part of this process of miscigenation. Considering this scenario, this study aims to analyze the image of the black subject in Brazilian advertising pieces that circulated from 1990 to 2016, in order to observe the correlation of such discourses with the marks of the slave quarters. That means, the evidence refers to the subjectivation of black people to being inferior to white subjects. Based on Michel Foucault’s and JeanJacques Courtine’s reflections, our research also aims to observe the construction of the black subject image within the theory of Discourse Analysis, and the inscription of the body’s meanings in the discursive practices throughout history. The results allowed us to identify the presence of these signs, coming from the discursive memory, showing that advertising renews these discourses. However, since the creation of affirmative policies there has been a change in the constitution of these discourses and the black subject begins to gradually gain their representation in contemporary Brazilian advertising.