“Like a girl”: new rules in the sanitary-pad advertising
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Data de Publicação: | 2018 |
Outros Autores: | , , |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Revista Estudos Feministas |
Texto Completo: | https://periodicos.ufsc.br/index.php/ref/article/view/45585 |
Resumo: | Sharing the concept of advertising as a mediator in the formation process of subjectivities, this article seeks to reflect on the contributions of sanitary-pads advertisements in maintaining or shifting gender stereotypes. Therefore, our analysis is focused on three advertising campaigns produced in the last five years, whose repertoire differs from the traditional model of sanitary-pad ads: Break the Cycle, the Kotex brand; #Like a Girl, the Always; and Carefree. This analysis revealed that the ads cohabiting elements suggests both disruptions and continuities with the traditional gender stereotypes. From the category "Gender Places" and "Menstruation", this article discusses which are production possibilities of these new ads in generating other perspectives in those categories. |
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“Like a girl”: new rules in the sanitary-pad advertising“Como uma garota”: novas regras na publicidade de absorventesSharing the concept of advertising as a mediator in the formation process of subjectivities, this article seeks to reflect on the contributions of sanitary-pads advertisements in maintaining or shifting gender stereotypes. Therefore, our analysis is focused on three advertising campaigns produced in the last five years, whose repertoire differs from the traditional model of sanitary-pad ads: Break the Cycle, the Kotex brand; #Like a Girl, the Always; and Carefree. This analysis revealed that the ads cohabiting elements suggests both disruptions and continuities with the traditional gender stereotypes. From the category "Gender Places" and "Menstruation", this article discusses which are production possibilities of these new ads in generating other perspectives in those categories.Compartilhando da concepção de publicidade como mediadora no processo de constituição de subjetividades, o presente artigo busca refletir sobre as contribuições dos anúncios publicitários de absorventes na manutenção ou deslocamento de estereótipos de gênero. Para tanto, nossa análise está voltada para três campanhas publicitárias produzidas nos últimos cinco anos, cujo repertório difere do modelo tradicional de anúncios de absorventes: Breake the Cycle, da marca Kotex; #LikeaGirl, da Always; e Desabafa entre amigas, da Carefree. A análise permitiu identificar que nestes anúncios coabitam elementos que sugerem tanto rupturas quanto permanências com os tradicionais estereótipos de gênero. A partir das categorias “Lugares de Gênero” e “Menstruação”, o presente artigo discute quais as possibilidades de produção de outros olhares por parte destes novos anúnciosUniversidade Federal de Santa Catarina2018-08-13info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAnálise de conteúdo temáticaapplication/pdfhttps://periodicos.ufsc.br/index.php/ref/article/view/4558510.1590/%xRevista Estudos Feministas; Vol. 26 No. 2 (2018)Revista Estudos Feministas; Vol. 26 Núm. 2 (2018)Revista Estudos Feministas; v. 26 n. 2 (2018)1806-95840104-026Xreponame:Revista Estudos Feministasinstname:Universidade Federal de Santa Catarina (UFSC)instacron:UFSCporhttps://periodicos.ufsc.br/index.php/ref/article/view/45585/37105Copyright (c) 2018 Revista Estudos Feministasinfo:eu-repo/semantics/openAccessMiguel, Raquel de Barros PintoArdnt, Gilmara JoanolMichaelsen, Mariana VogtBarbosa, Luiza Harger2020-10-28T21:22:10Zoai:periodicos.ufsc.br:article/45585Revistahttps://periodicos.ufsc.br/index.php/ref/indexPUBhttps://periodicos.ufsc.br/index.php/ref/oai||ref@cfh.ufsc.br1806-95840104-026Xopendoar:2022-11-21T11:38:33.720351Revista Estudos Feministas - Universidade Federal de Santa Catarina (UFSC)true |
dc.title.none.fl_str_mv |
“Like a girl”: new rules in the sanitary-pad advertising “Como uma garota”: novas regras na publicidade de absorventes |
title |
“Like a girl”: new rules in the sanitary-pad advertising |
spellingShingle |
“Like a girl”: new rules in the sanitary-pad advertising Miguel, Raquel de Barros Pinto |
title_short |
“Like a girl”: new rules in the sanitary-pad advertising |
title_full |
“Like a girl”: new rules in the sanitary-pad advertising |
title_fullStr |
“Like a girl”: new rules in the sanitary-pad advertising |
title_full_unstemmed |
“Like a girl”: new rules in the sanitary-pad advertising |
title_sort |
“Like a girl”: new rules in the sanitary-pad advertising |
author |
Miguel, Raquel de Barros Pinto |
author_facet |
Miguel, Raquel de Barros Pinto Ardnt, Gilmara Joanol Michaelsen, Mariana Vogt Barbosa, Luiza Harger |
author_role |
author |
author2 |
Ardnt, Gilmara Joanol Michaelsen, Mariana Vogt Barbosa, Luiza Harger |
author2_role |
author author author |
dc.contributor.author.fl_str_mv |
Miguel, Raquel de Barros Pinto Ardnt, Gilmara Joanol Michaelsen, Mariana Vogt Barbosa, Luiza Harger |
description |
Sharing the concept of advertising as a mediator in the formation process of subjectivities, this article seeks to reflect on the contributions of sanitary-pads advertisements in maintaining or shifting gender stereotypes. Therefore, our analysis is focused on three advertising campaigns produced in the last five years, whose repertoire differs from the traditional model of sanitary-pad ads: Break the Cycle, the Kotex brand; #Like a Girl, the Always; and Carefree. This analysis revealed that the ads cohabiting elements suggests both disruptions and continuities with the traditional gender stereotypes. From the category "Gender Places" and "Menstruation", this article discusses which are production possibilities of these new ads in generating other perspectives in those categories. |
publishDate |
2018 |
dc.date.none.fl_str_mv |
2018-08-13 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Análise de conteúdo temática |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://periodicos.ufsc.br/index.php/ref/article/view/45585 10.1590/%x |
url |
https://periodicos.ufsc.br/index.php/ref/article/view/45585 |
identifier_str_mv |
10.1590/%x |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://periodicos.ufsc.br/index.php/ref/article/view/45585/37105 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2018 Revista Estudos Feministas info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2018 Revista Estudos Feministas |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Universidade Federal de Santa Catarina |
publisher.none.fl_str_mv |
Universidade Federal de Santa Catarina |
dc.source.none.fl_str_mv |
Revista Estudos Feministas; Vol. 26 No. 2 (2018) Revista Estudos Feministas; Vol. 26 Núm. 2 (2018) Revista Estudos Feministas; v. 26 n. 2 (2018) 1806-9584 0104-026X reponame:Revista Estudos Feministas instname:Universidade Federal de Santa Catarina (UFSC) instacron:UFSC |
instname_str |
Universidade Federal de Santa Catarina (UFSC) |
instacron_str |
UFSC |
institution |
UFSC |
reponame_str |
Revista Estudos Feministas |
collection |
Revista Estudos Feministas |
repository.name.fl_str_mv |
Revista Estudos Feministas - Universidade Federal de Santa Catarina (UFSC) |
repository.mail.fl_str_mv |
||ref@cfh.ufsc.br |
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