Análise bakhtiniana do discurso: um olhar feminista sobre as propagandas de produtos de beleza

Abstract

This work aims to understand how the subject-woman is subjectifies by theadvertising texts of beauty product brands, focusing on how the empowerment discourse present in these texts dialogues with the current feminist discourse. Also understanding the relevance of observing how aesthetic pressure and values imbricated in the ideology of beauty manifest feminine behavior. The research is located in the scope of Applied Linguistics (AL) and has as theoretical-methodological foundation the Dialogic Discourse Analysis (ADD), based on theoretical studies of theBakhtin Circle, and performs the analysis considering the notions of subject, alterity, ideology, valuation and interdiscourse. It also considers as theoretical framework the postulations of Butler (2003), Wolf (1990), Pinto (2003), Brait (2011-2013) and Jenkins (2006). For the constitution of the corpus of analysis, we selected 2 (two) advertising texts for the brands Avon and The Body Shop, the first being titled “#Olhadenovo” andthe second, “Esfrega na Cara”, both published in June 2021. The proximity between the target audience of both advertisements as to their thematic structure, since, in bothtexts, they present elements that dialogue with the feminist movement. From the analysis, we can see that the representations of women in advertising texts demonstrate, through verbal-visual language, reformulated conceptions of the subject-woman in the core of the conceptions of genders and the aesthetic standard. The conclusion of this research infers that the brands Avon and The Body Shop, in their advertising texts, deconstruct the concept of beauty, bringing it closer to the notions of self-care, identity expression and freedom of choice. Furthermore, one can also observe the discursive changes in the notion of beauty in the analyzed advertising texts, arising from the demands of the feminist movement, as it is from the discussions about the oppression of gender ideology that these agendas are being expanded andmobilized by advertising.