"Redondo é sair do seu passado": leituras de gênero sobre a campanha publicitária Reposter da Skol

Abstract

With the interaction of the media with society, advertising is present in daily experience linked to the culture of consumption, modeled according to economic, social and cultural factors. Advertising as a communicative practice of culture is observed according to the Cultural Studies, whose analysis is done by the reception practices, which correspond to the appropriation of the advertising content by the receivers. Social, cultural, and historical representations of gender are articulated with advertising and are commonly illustrated by the use of gender stereotypes that inferiorize women to men. Beer brands carry in their history the use of the sexualization and the objectification of women. Skol is a brand of beer that made use of these representations, but it has repositioned itself in the market, dismantling the idea of woman as object, as shown in the campaign "Reposter – Redondo é sair do seu passado", theme of this work. The objective of this work is to understand, from the perspective of gender inequalities, how the appropriation of the senses of the campaign Reposter – Redondo é sair do seu passado" by its consuming public. The methodology used was projective techniques associated with two focus groups (composed of university students who consumed beer) separated by gender (men and women). As a result, the representations of women in the campaign were interpreted by both female and male consumers, in a significant majority, in a favorable way. The messages contained in the material are full of meanings that reflect the ideal of the female image in beer advertising. Therefore, it was possible to affirm that the readings made by the participants provided the observation of gender inequalities in the context the publicity circulates.