A REPRESENTAÇÃO SOCIAL DA MÃE IDOSA NA PUBLICIDADE BRASILEIRA DO DIA DAS MÃES: COMUNICAÇÃO CONSOLATÓRIA ENTRE O ESTILO AGELESS E AGEFULL DE ENVELHECER

• Autor(a) principal: Sampaio, César Augusto
• Data de Publicação: 2023
• Outros Autores: Gonzales, Lucilene dos Santos
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Revista Alterjor
• Texto Completo: https://www.revistas.usp.br/alterjor/article/view/212416
• topic: Social representation of the elderly mother; Mother's Day Advertising 2021; Femvertising; Old age; Aging; Representação social da mãe idosa; Publicidade do Dia das Mães 2021; Femvertising; Velhice; Envelhecimento

The sample of the social representation of the elderly mother in Brazilian advertising comprises advertisements for Mother's Day 2021. Of a quantitative and qualitative nature, the objective was to find out if marketing messages validated stereotypes and prejudices of an image of women that are always young and in good shape or whether they questioned ideologies and power relations to value the diversity of the female gender, based on the empowerment pillars of femvertising. Ads were collected in print and digital magazines, social media and an open TV station. The image of the young and middle-aged mother prevailed, with a consolatory rhetoric to the detriment of that communication of nutritious addition, which breaks values and standards of the current social establishment. But there was also a tendency towards an agefull style of aging, which seeks to dissociate itself from the marketing connotation that would have taken over the expression ageless.