Iced blonde, hot blonde: a study of imagetic representations of women in the beers advertising campaigns

Abstract

Brazilian advertising, since their records are further away, uses the female image to reach different audiences and purposes. In some market segments, such as beers, this event repeats itself in a more stubborn, which ends up generating what can be called a visual cliche. This work studies the representations of women in beer commercials for print media using, among other tools, the three axes of meaning production posed by Harry Pross, seeking to realize its discursive power. Besides Pross, the analysis also rely on the theory of authors such as Luciano Guimarães and Norval Baitello Junior. To serve as a research tool for these axes were used towards the production of advertising campaigns for various brands of beer, conveyed in the first decade of the 2000s.