Publicidade antirracista da Salon Line: uma análise cultural do filme celebrando rainhas crespas e cacheadas

Abstract

This work stresses the urgency of the anti-racist agenda in advertising, as hegemonic ideals exclude, oppress and do not recognize inequalities, perpetuating the existing social abyss. For the study, the advertising film “Celebrating queens curly and curly from Salon Line” was defined, whose production is against the hegemonic contemplation of beauty. The methodology is based on the cultural analysis proposed by Raymond Williams (1979 and 2003), which is based on cultural materialism, which, from a critical and deep perspective of contextual analysis, can reveal political, economic and social aspects in the considered period. (LISBOA FILHO; HENRIQUES; STEFFENS, 2018). The analysis will also be supported by the concept of structure of feeling, one of the cornerstones of cultural analysis. Thus, we analyze how the elements that make up the structure of feeling help in the construction of the representation of black women in the advertising film. As a result, we can infer that in the production the role of black women is presented from the three pillars of the campaign: representation, ancestry and power, resignifying meanings and values. The representation system, presented by the brand, manages the construction of a new imaginary with regard to the rescue of historicity and black representation, that is, in this conception the emerging aspect of the structure of feeling operates, by problematizing the residual and dominant practices of the lived culture.