Revista o cruzeiro: a figura feminina em publicidades de sabonetes de 1949

• Autor(a) principal: Oliveira, Raíssa Medici de
• Data de Publicação: 2010
• Outros Autores: Nascimento, Edna Maria Fernandes dos Santos [UNESP]
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Repositório Institucional da UNESP
• Texto Completo: http://publicacoes.unifran.br/index.php/dialogospertinentes/article/view/271; http://hdl.handle.net/11449/125227
• topic: O Cruzeiro; Women’s figure; Advertisements; 1949; Semiotics; Formas de vida; Mulher; Revista o Cruzeiro

This article aims at the application of semiotic theory of French line to soap advertisements publicized in the magazine O Cruzeiro in the year 1949. Our objective is to reconstruct the women’s figure present in these texts and to establish its relation to the persuasion of the reader who is led to acquire not only the products, but mainly the values hidden in the announced objects. From the theory we use the generative course of meaning, focusing on the discourse level and assimilating the consumption axiologies proposed by each advertisement. Finally, we intend to assimilate the standard behavior of that society post-Second World War.