Imagem, salto alto e representações de gênero: um estudo sobre a campanha Love in Color da marca Arezzo

Abstract

In this study, was attempted to structure a theoretical referential, mostly based on authors who problematized issues of gender, sexuality, identity and body to serve as a backing for reflection about how representations may constitute points of commitment for the construction and affirmation of specific types of femininity and masculinity. Have been chosen five images released on the virtual page of the women's shoes Brazilian brand Arezzo, at the time of the campaign titled Love in Color – “Summer Collection 2011" to analyze under the view built around the theoretical concepts investigated. This study aims to stimulate reflection on the normative discourses and subject positions which could adopt among movements of affirmation and contestation of patterns culturally legitimated and naturalized as ideals in contemporary Brazilian society, in association with the stiletto heel or the spiked heel, which brings with it a strong symbolic character associated with male and female bodies and sexualities.