Images and bodies subject: sexuality in advertising campaign be stupid

Abstract

This paper discusses the portrayal of sexuality and gender in contemporary advertising by the image and it focuses on visual analysis of the case study of the campaign Be Stupid, the clothing brand Diesel. Examines some of the ads clearer suggestions to the theme of sexuality, about fifteen images, running between 2010 and 2011em many countries, including Brazil, having won the controversial impact of media such as magazines, billboards and especially the Internet. Perform a survey of theoretical and methodological aspects that facilitate the action of reading and deciphering the images, mainly based on the theory Flusser conceptions of technical image, apparatus, with a view to focus on media production, broadcasting, and formats distribution. These advertising images as visual anthropological objects who discourse through the triad body, image and media conditions of power and surveillance, eroticism, stereotypes and cultural life of the spectacle. Contextualizes the scenario analysis within the postmodern perspective, the society of advanced capitalism and diffuse power and media, marked by profound changes in the scale of the feeling of their individual identities unstable. With an emphasis on Foucauldian theory, discusses the concepts of identity, gender intelligible and cultural practices of subjection of the individual mechanisms for language and sexuality. Discusses how is the construction of visual messages of sexuality and gender roles specified by the images and search on it, demonstrating the wider aspects of visual advertising messages today.