Representações de gênero nas embalagens de cerveja: análise do design da família Proibida Puro Malte

Abstract

In this work, my objective is to discuss design as "gender technology" in the construction of representations of femininities and masculinities in beer packaging. Therefore, the object of study is the Campanha Família Proibida Puro Malte,launched in 2017. I choose to highlight in the study the points of contact of the Proibida brand, namely packaging of Puro Malte beers to launch. The Proibida brand presents the new beers within a masculine / feminine key ofopposition, associating the beer classified as lighter and more aromatic to the feminine taste, while it relates the beer classified as strong to the taste of the "macho" man. I notice here the taste marked by a difference of gender, which is naturalized and materialized in the packaging of beers by design. These specific gender representations can influence the constitution of the target consumer's subjectivity, and may act in an inhibitory way. Through an analysis of the packages, I try to show the function of design in both the construction and the deconstruction of gender representations, in order to denature the very design language used in the construction of representations of femininities and masculinities.