Considerations on the representation of black people in Brazilian advertising in the 20th and 21st centuries
| Autor(a) principal: | |
|---|---|
| Data de Publicação: | 2024 |
| Outros Autores: | , |
| Tipo de documento: | Artigo |
| Idioma: | por |
| Título da fonte: | Letras de Hoje (Online) |
| Texto Completo: | https://revistaseletronicas.pucrs.br/ojs/index.php/fale/article/view/44728 |
Resumo: | In advertisements from the 1900s to the 1930s, skin lighteners represented a proposal for black women with dark skin to “improve” their lives, in addition to indicating racial, individual and family equity. In this way, black skin was treated by the press as ugly skin, which would result in fewer opportunities in the job market, with a preference for representations of black people with lighter complexions. In contemporary advertising, characteristics such as boldness and the insertion of products aimed at young black people can be observed, however, certain rescues of a stereotyped construction are still found, in which intellectual abilities are less valued to the detriment of bodily abilities. Thus, this article aims, through a discussion around the racial issue, to reflect on the representation of the black person in contemporary advertising, considering aspects related to the practice of racism, which ended up naturalizing certain representations that demean black people. The discussions were based on issues of racism linked to slavery and on aspects related to the standard of beauty in advertising at different times. It was possible to verify that for the black man, his image is recurrently associated with dance skills, configuring a stereotype that deprives the black person of intellectuality. For the black woman, her representation is related to corporeality, with her characteristics associated with animality, savagery, the grotesque. A social representation based on racist stereotypes was also observed, in which white people are associated with adjectives such as beauty and popularity, while black people are associated with aspects that refer to ugliness and aggressiveness, for example. Keywords: Beauty Pattern. Black Person. Advertising. Racism. |
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Considerations on the representation of black people in Brazilian advertising in the 20th and 21st centuriesConsideraciones sobre la representación de los negros en la publicidad brasileña de los siglos XX y XXIA Considerações sobre a representação da pessoa negra na publicidade brasileira nos séculos XX e XXIbeauty patternblack person advertisingracism.estándar de bellezapersona negrapublicidadracismo.padrão de belezapessoa negrapublicidade racismo.In advertisements from the 1900s to the 1930s, skin lighteners represented a proposal for black women with dark skin to “improve” their lives, in addition to indicating racial, individual and family equity. In this way, black skin was treated by the press as ugly skin, which would result in fewer opportunities in the job market, with a preference for representations of black people with lighter complexions. In contemporary advertising, characteristics such as boldness and the insertion of products aimed at young black people can be observed, however, certain rescues of a stereotyped construction are still found, in which intellectual abilities are less valued to the detriment of bodily abilities. Thus, this article aims, through a discussion around the racial issue, to reflect on the representation of the black person in contemporary advertising, considering aspects related to the practice of racism, which ended up naturalizing certain representations that demean black people. The discussions were based on issues of racism linked to slavery and on aspects related to the standard of beauty in advertising at different times. It was possible to verify that for the black man, his image is recurrently associated with dance skills, configuring a stereotype that deprives the black person of intellectuality. For the black woman, her representation is related to corporeality, with her characteristics associated with animality, savagery, the grotesque. A social representation based on racist stereotypes was also observed, in which white people are associated with adjectives such as beauty and popularity, while black people are associated with aspects that refer to ugliness and aggressiveness, for example. Keywords: Beauty Pattern. Black Person. Advertising. Racism. En anuncios de los años 1900 a 1930, los aclaradores de piel representaban una propuesta para que las mujeres negras de piel oscura “mejoraran” sus vidas, además de indicar equidad racial, individual y familiar. De esta forma, la piel negra era tratada por la prensa como una piel fea, lo que redundaría en menos oportunidades en el mercado laboral, con preferencia por representaciones de personas negras con tez más clara. En la publicidad contemporánea se pueden observar características como la osadía y la inserción de productos dirigidos a jóvenes negros, sin embargo, aún se encuentran ciertos rescates de una construcción estereotipada, en los que se valoran menos las capacidades intelectuales en detrimento de las corporales. Así, este artículo tiene como objetivo, a través de una discusión en torno a la cuestión racial, reflexionar sobre la representación de la persona negra en la publicidad contemporánea, considerando aspectos relacionados con la práctica del racismo, que terminó por naturalizar ciertas representaciones que degradan a las personas negras. Las discusiones se basaron en temas de racismo vinculados a la esclavitud y en aspectos relacionados con el estándar de belleza en la publicidad en diferentes momentos. Se pudo constatar que para el hombre negro, su imagen se asocia recurrentemente a las dotes de danza, configurando un estereotipo que despoja al negro de intelectualidad. Para la mujer negra, su representación está relacionada con la corporeidad, con sus características asociadas a la animalidad, el salvajismo, lo grotesco. También se observó una representación social basada en estereotipos racistas, en la que a los blancos se les asocian adjetivos como belleza y popularidad, mientras que a los negros se les asocian aspectos que hacen referencia a fealdad y agresividad, por ejemplo. Palabras-clave: Estándar de belleza. Persona negra. Publicidad. Racismo. Nas publicidades das décadas de 1900 a 1930, os clareadores de pele representavam uma proposta para as mulheres negras de pele retinta “melhorarem” de vida, além de indicarem uma equidade racial, individual e familiar. Dessa forma, a pele negra era tratada pela imprensa como uma pele feia, o que traria como consequências menores oportunidades no mercado de trabalho, sendo que havia uma preferência por representações de pessoas negras de tez mais clara. Na publicidade contemporânea podem ser observadas características como a ousadia e a inserção de produtos destinados a jovens negros, contudo, ainda são encontrados determinados resgastes de uma construção estereotipada, em que as habilidades intelectuais são menos valorizadas em detrimento das habilidades corporais. Deste modo, este artigo objetiva, através de uma discussão em torno da questão racial, refletir sobre a representação da pessoa negra na publicidade contemporânea, considerando os aspectos relacionados à prática do racismo, o que acabou por naturalizar determinadas representações que inferiorizam os negros. As discussões foram tecidas a partir de questões do racismo atrelado à escravidão e sobre aspectos relacionados ao padrão de beleza na publicidade em diferentes épocas. Foi possível verificar que para o homem negro é recorrente a sua imagem ser associada a habilidades da dança, configurando-se em um estereótipo que destitui a intelectualidade para a pessoa negra. Para a mulher negra, sua representação está relacionada à corporalidade, sendo suas características associadas à animalidade, à selvageria, ao grotesco. Observou-se ainda uma representação social baseada em estereótipos racistas, em que às pessoas brancas são associados adjetivos como a beleza e a popularidade, enquanto que para as pessoas negras são associados aspectos que se referem à feiura e à agressividade, por exemplo. Palavras-chaves: Padrão de Beleza. Pessoa Negra. Publicidade. Racismo. Editora da PUCRS - ediPUCRS2024-01-10info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://revistaseletronicas.pucrs.br/ojs/index.php/fale/article/view/4472810.15448/1984-7726.2023.1.44728Letras de Hoje; Vol. 59 No. 1 (2024): Single Volume - Continuous flow; e44728Letras de Hoje; Vol. 59 Núm. 1 (2024): Volumen Único - Flujo continuo; e44728Letras de Hoje; v. 59 n. 1 (2024): Volume único - Fluxo contínuo; e447281984-77260101-333510.15448/1984-7726.2024.1reponame:Letras de Hoje (Online)instname:Pontifícia Universidade Católica do Rio Grande do Sul (PUCRS)instacron:PUC_RSporhttps://revistaseletronicas.pucrs.br/ojs/index.php/fale/article/view/44728/28440Copyright (c) 2024 Letras de Hojehttp://creativecommons.org/licenses/by/4.0info:eu-repo/semantics/openAccessStéfani Felício Lourenço, SuéllenRamalho Procópio Xavier, MarianaGonçalves Reis, Ana Carolina2024-03-12T12:59:11Zoai:ojs.revistaseletronicas.pucrs.br:article/44728Revistahttps://revistaseletronicas.pucrs.br/ojs/index.php/falePRIhttps://revistaseletronicas.pucrs.br/ojs/index.php/fale/oaieditora.periodicos@pucrs.br || letrasdehoje@pucrs.br1984-77260101-3335opendoar:2024-03-12T12:59:11Letras de Hoje (Online) - Pontifícia Universidade Católica do Rio Grande do Sul (PUCRS)false |
| dc.title.none.fl_str_mv |
Considerations on the representation of black people in Brazilian advertising in the 20th and 21st centuries Consideraciones sobre la representación de los negros en la publicidad brasileña de los siglos XX y XXI A Considerações sobre a representação da pessoa negra na publicidade brasileira nos séculos XX e XXI |
| title |
Considerations on the representation of black people in Brazilian advertising in the 20th and 21st centuries |
| spellingShingle |
Considerations on the representation of black people in Brazilian advertising in the 20th and 21st centuries Stéfani Felício Lourenço, Suéllen beauty pattern black person advertising racism. estándar de belleza persona negra publicidad racismo. padrão de beleza pessoa negra publicidade racismo. |
| title_short |
Considerations on the representation of black people in Brazilian advertising in the 20th and 21st centuries |
| title_full |
Considerations on the representation of black people in Brazilian advertising in the 20th and 21st centuries |
| title_fullStr |
Considerations on the representation of black people in Brazilian advertising in the 20th and 21st centuries |
| title_full_unstemmed |
Considerations on the representation of black people in Brazilian advertising in the 20th and 21st centuries |
| title_sort |
Considerations on the representation of black people in Brazilian advertising in the 20th and 21st centuries |
| author |
Stéfani Felício Lourenço, Suéllen |
| author_facet |
Stéfani Felício Lourenço, Suéllen Ramalho Procópio Xavier, Mariana Gonçalves Reis, Ana Carolina |
| author_role |
author |
| author2 |
Ramalho Procópio Xavier, Mariana Gonçalves Reis, Ana Carolina |
| author2_role |
author author |
| dc.contributor.author.fl_str_mv |
Stéfani Felício Lourenço, Suéllen Ramalho Procópio Xavier, Mariana Gonçalves Reis, Ana Carolina |
| dc.subject.por.fl_str_mv |
beauty pattern black person advertising racism. estándar de belleza persona negra publicidad racismo. padrão de beleza pessoa negra publicidade racismo. |
| topic |
beauty pattern black person advertising racism. estándar de belleza persona negra publicidad racismo. padrão de beleza pessoa negra publicidade racismo. |
| description |
In advertisements from the 1900s to the 1930s, skin lighteners represented a proposal for black women with dark skin to “improve” their lives, in addition to indicating racial, individual and family equity. In this way, black skin was treated by the press as ugly skin, which would result in fewer opportunities in the job market, with a preference for representations of black people with lighter complexions. In contemporary advertising, characteristics such as boldness and the insertion of products aimed at young black people can be observed, however, certain rescues of a stereotyped construction are still found, in which intellectual abilities are less valued to the detriment of bodily abilities. Thus, this article aims, through a discussion around the racial issue, to reflect on the representation of the black person in contemporary advertising, considering aspects related to the practice of racism, which ended up naturalizing certain representations that demean black people. The discussions were based on issues of racism linked to slavery and on aspects related to the standard of beauty in advertising at different times. It was possible to verify that for the black man, his image is recurrently associated with dance skills, configuring a stereotype that deprives the black person of intellectuality. For the black woman, her representation is related to corporeality, with her characteristics associated with animality, savagery, the grotesque. A social representation based on racist stereotypes was also observed, in which white people are associated with adjectives such as beauty and popularity, while black people are associated with aspects that refer to ugliness and aggressiveness, for example. Keywords: Beauty Pattern. Black Person. Advertising. Racism. |
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2024 |
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2024-01-10 |
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info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
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https://revistaseletronicas.pucrs.br/ojs/index.php/fale/article/view/44728 10.15448/1984-7726.2023.1.44728 |
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10.15448/1984-7726.2023.1.44728 |
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por |
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https://revistaseletronicas.pucrs.br/ojs/index.php/fale/article/view/44728/28440 |
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Copyright (c) 2024 Letras de Hoje http://creativecommons.org/licenses/by/4.0 info:eu-repo/semantics/openAccess |
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Copyright (c) 2024 Letras de Hoje http://creativecommons.org/licenses/by/4.0 |
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Editora da PUCRS - ediPUCRS |
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Letras de Hoje; Vol. 59 No. 1 (2024): Single Volume - Continuous flow; e44728 Letras de Hoje; Vol. 59 Núm. 1 (2024): Volumen Único - Flujo continuo; e44728 Letras de Hoje; v. 59 n. 1 (2024): Volume único - Fluxo contínuo; e44728 1984-7726 0101-3335 10.15448/1984-7726.2024.1 reponame:Letras de Hoje (Online) instname:Pontifícia Universidade Católica do Rio Grande do Sul (PUCRS) instacron:PUC_RS |
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