Arquétipos femininos e comunicação: análise de seis capas da Forbes Brasil de 2013 a 2021

Abstract

In the present work, six covers of the Forbes Brasil magazine, published between 2013 and 2021, will be analyzed. Thus, the objective is to identify which brand archetypes are present on the covers printed by successful women in the business world, through verification aesthetic, linguistic and semantic elements. For the study to be carried out, the methodology chosen was content analysis, along with theories that address culture, consumption, in addition to the formation of social relationships and the subject, as well as the theory of image analysis, brand mythology and the use of language as a factor in the construction of meaning and symbols. With this, it was observed that the magazine, by starring female success in business, ended up evoking archetypes, mainly Greek goddesses, linked to the archetype of the Forbes Brasil brand. The work was divided into 4 blocks: after the introduction, chapter 2 is divided into two subchapters, which deal with culture and consumption, to then move on to the theory of image analysis, and, finally, an opening on the archetypes, which will be deepened to those that represent Forbes Brasil magazine and those that are present in the six analyzed covers.