How to be a woman in advertising: femvertising and "new" representations of femininity

Detalhes bibliográficos
Autor(a) principal: Bayone, Andrea Melo
Data de Publicação: 2019
Outros Autores: Burrowes, Patricia Cecilia
Tipo de documento: Artigo
Idioma: por
Título da fonte: Consumer Behavior Review
Texto Completo: https://periodicos.ufpe.br/revistas/index.php/cbr/article/view/242586
Resumo: The present study aims to discuss whether and how the use of feminism in marketing, within the scope of femvertising, can transmit women's empowerment ideas and promote a representation of women in advertising that escapes stereotypes. To this end, three commercials that relied on the collaboration of feminist marketing consultancy Think Eva, are analysed: Avon's #AreYouReady and This is for me, and Gillette's To be a woman makes all the difference. The methodology employed is the case study, using a model of critical reading of advertising for each individual commercial, and for a general approach of the data the stages of reduction, exhibition and conclusion/verification. The results indicate that body attributes, characteristic behaviour and the incentive to women's empowerment are the most reviewed issues in the commercials, and that they partially differ from the messages conveyed in conventional advertising.
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spelling How to be a woman in advertising: femvertising and "new" representations of femininityComo ser mulher na publicidade: femvertising e as “novas” representações do femininoadvertisingfeminismfeminist marketingfemvertisingpublicidadefeminismomarketing feministafemvertising.The present study aims to discuss whether and how the use of feminism in marketing, within the scope of femvertising, can transmit women's empowerment ideas and promote a representation of women in advertising that escapes stereotypes. To this end, three commercials that relied on the collaboration of feminist marketing consultancy Think Eva, are analysed: Avon's #AreYouReady and This is for me, and Gillette's To be a woman makes all the difference. The methodology employed is the case study, using a model of critical reading of advertising for each individual commercial, and for a general approach of the data the stages of reduction, exhibition and conclusion/verification. The results indicate that body attributes, characteristic behaviour and the incentive to women's empowerment are the most reviewed issues in the commercials, and that they partially differ from the messages conveyed in conventional advertising.O presente estudo tem como objetivo discutir se e como o uso do feminismo no marketing, no âmbito do femvertising, pode transmitir ideias de empoderamento feminino e promover uma representação da mulher na publicidade que fuja dos estereótipos. Para tal, são analisados três comerciais que contaram com a colaboração da consultoria de marketing feminista Think Eva: “#EAíTáPronta?” e “Isso é Pra Mim” da marca Avon, e “Ser Mulher Faz Toda a Diferença” da Gillette Venus. A metodologia usada foi o estudo de caso, empregando, para análise individual dos comerciais, um modelo de leitura crítica da publicidade; e, para uma análise geral dos dados, as etapas de redução, exibição e conclusão/verificação. Os resultados indicam que os atributos do corpo feminino, as características comportamentais das mulheres e o incentivo ao empoderamento feminino são as questões mais revistas nos comerciais e diferem parcialmente das mensagens transmitidas na publicidade dita convencional.Universidade Federal de Pernambuco2019-09-22info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://periodicos.ufpe.br/revistas/index.php/cbr/article/view/24258610.51359/2526-7884.2019.242586CBR - Consumer Behavior Review; Vol. 3 (2019): Special Edition - Consumption and Gender; 24-37CBR - Consumer Behavior Review; v. 3 (2019): Edição Especial - Consumo e Gênero; 24-372526-7884reponame:Consumer Behavior Reviewinstname:Universidade Federal de Pernambuco (UFPE)instacron:UFPEporhttps://periodicos.ufpe.br/revistas/index.php/cbr/article/view/242586/33272Copyright (c) 2019 CBR - Consumer Behavior Reviewinfo:eu-repo/semantics/openAccessBayone, Andrea MeloBurrowes, Patricia Cecilia2023-05-26T02:06:40Zoai:oai.periodicos.ufpe.br:article/242586Revistahttps://periodicos.ufpe.br/revistas/cbrPUBhttps://periodicos.ufpe.br/revistas/cbr/oaicbr@ufpe.br||periodicos.ufpe@ufpe.br2526-78842526-7884opendoar:2023-05-26T02:06:40Consumer Behavior Review - Universidade Federal de Pernambuco (UFPE)false
dc.title.none.fl_str_mv How to be a woman in advertising: femvertising and "new" representations of femininity
Como ser mulher na publicidade: femvertising e as “novas” representações do feminino
title How to be a woman in advertising: femvertising and "new" representations of femininity
spellingShingle How to be a woman in advertising: femvertising and "new" representations of femininity
Bayone, Andrea Melo
advertising
feminism
feminist marketing
femvertising
publicidade
feminismo
marketing feminista
femvertising.
title_short How to be a woman in advertising: femvertising and "new" representations of femininity
title_full How to be a woman in advertising: femvertising and "new" representations of femininity
title_fullStr How to be a woman in advertising: femvertising and "new" representations of femininity
title_full_unstemmed How to be a woman in advertising: femvertising and "new" representations of femininity
title_sort How to be a woman in advertising: femvertising and "new" representations of femininity
author Bayone, Andrea Melo
author_facet Bayone, Andrea Melo
Burrowes, Patricia Cecilia
author_role author
author2 Burrowes, Patricia Cecilia
author2_role author
dc.contributor.author.fl_str_mv Bayone, Andrea Melo
Burrowes, Patricia Cecilia
dc.subject.por.fl_str_mv advertising
feminism
feminist marketing
femvertising
publicidade
feminismo
marketing feminista
femvertising.
topic advertising
feminism
feminist marketing
femvertising
publicidade
feminismo
marketing feminista
femvertising.
description The present study aims to discuss whether and how the use of feminism in marketing, within the scope of femvertising, can transmit women's empowerment ideas and promote a representation of women in advertising that escapes stereotypes. To this end, three commercials that relied on the collaboration of feminist marketing consultancy Think Eva, are analysed: Avon's #AreYouReady and This is for me, and Gillette's To be a woman makes all the difference. The methodology employed is the case study, using a model of critical reading of advertising for each individual commercial, and for a general approach of the data the stages of reduction, exhibition and conclusion/verification. The results indicate that body attributes, characteristic behaviour and the incentive to women's empowerment are the most reviewed issues in the commercials, and that they partially differ from the messages conveyed in conventional advertising.
publishDate 2019
dc.date.none.fl_str_mv 2019-09-22
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://periodicos.ufpe.br/revistas/index.php/cbr/article/view/242586
10.51359/2526-7884.2019.242586
url https://periodicos.ufpe.br/revistas/index.php/cbr/article/view/242586
identifier_str_mv 10.51359/2526-7884.2019.242586
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://periodicos.ufpe.br/revistas/index.php/cbr/article/view/242586/33272
dc.rights.driver.fl_str_mv Copyright (c) 2019 CBR - Consumer Behavior Review
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2019 CBR - Consumer Behavior Review
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Federal de Pernambuco
publisher.none.fl_str_mv Universidade Federal de Pernambuco
dc.source.none.fl_str_mv CBR - Consumer Behavior Review; Vol. 3 (2019): Special Edition - Consumption and Gender; 24-37
CBR - Consumer Behavior Review; v. 3 (2019): Edição Especial - Consumo e Gênero; 24-37
2526-7884
reponame:Consumer Behavior Review
instname:Universidade Federal de Pernambuco (UFPE)
instacron:UFPE
instname_str Universidade Federal de Pernambuco (UFPE)
instacron_str UFPE
institution UFPE
reponame_str Consumer Behavior Review
collection Consumer Behavior Review
repository.name.fl_str_mv Consumer Behavior Review - Universidade Federal de Pernambuco (UFPE)
repository.mail.fl_str_mv cbr@ufpe.br||periodicos.ufpe@ufpe.br
_version_ 1797220395834671104

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