The feminine gender trouble: multimodal analysis of a beer ad

• Main Author: Barros, Marcos Alberto Xavier
• Publication Date: 2019
• Other Authors: Pinheiro, Michelle Soares
• Format: Article
• Language: por
• Source: Entrepalavras
• Download full: http://www.entrepalavras.ufc.br/revista/index.php/Revista/article/view/1681
• topic: Feminine gender. Multimodality. Ad discourse.; Gênero feminino. Multimodalidade. Anúncio publicitário.

This paper aims to analyze how the multimodal meanings contribute to the construal of the feminine on the discourse of the ad of Itaipava beer. Firstly, we bring the theoretical discussion on the feminine gender and the inscription of the body as the own woman represented discoursally in the image of the beer ad. Secondly, we show the theoretical-methodological assumptions on the grammar of visual design (GVD) by Kress and van Leeuwen ([1996] 2006) with the purpose of analyzing the image on the ad, by means of representational, interactive and compositional metafunctions. In terms of our methodology on this paper, we analyze the visual meanings linked to an analysis that is discoursively inscript into the feminine body represented in the ad. This way, we comprehend that ad concerns mostly compositional and interactive elements of the image reproducing masculinist discourse in terms of consumption of the feminine body. We realize that the analysis of that representation of the feminine body can lead to an identification of the meanings taken as given from an awareness of our uses of language.