Recorte de gênero: contornos da direção de arte feminina em Santa Maria

Abstract

This experimental project goal is to make a communicational product that represents the practices and dynamics inherent from the work of women art directors at advertising agencies in Santa Maria - RS, from a gender inequality perspective. The material was constructed in the form of a diary, showing the daily life of an advertising professional in the search for her professional fulfillment, having obstacles such as the sexual division of labour, the gender habitus and the structures from globalized female productive work. For its theoretical basis, the work was based, above all, on bibliographic references that deal with the construction of sexual roles played by women, which are reinforced by the habitus and have their own configurations when entering the advertising agencies. For the construction of the final product of the project, semi-open and closed interviews were conducted with female art directors who work or have worked in local advertising agencies. The collected data was analyzed and incorporated into the product using storytelling and collage techniques. Through an analysis of the final material, it was possible to conclude that the project was successful in representing the peculiarities inherent to the professional practice of the observed public, exposing concerns and feelings common to the professionals interviewed and revealing the need to never settle in the face of the many pending progress in the advertising field.