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O reposicionamento da marca Avon Brasil após 2015: a busca por diversidade e empoderamento feminino
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Abstract(s)
Este trabalho tem como objetivo explorar a diversidade e o empoderamento feminino no posicionamento de marca da Avon Brasil por meio do discurso de duas peças das respectivas campanhas publicitárias, “Eu sou assim: Outubro Rosa estrelando Candy Mel”; publicada no dia 8 de outubro de 2015 e “Color Trend: #E aí, tá pronta?“; veiculada no dia 14 de junho de 2017; ambas veiculadas digitalmente nos perfis da marca no Facebook, Instagram e YouTube. A escolha do objeto de estudo deve-se à relevância da diversidade e do empoderamento feminino para a sociedade contemporânea brasileira que após a globalização tornaram-se pautas nos meios de comunicação, expressivamente na publicidade e nas redes sociais, além disso são temáticas de inspiração na essência dos valores da empresa Avon Brasil que em 2015 se reposiciona no mercado atuando em prol desses tópicos. A pesquisa seguiu um viés teórico para buscar uma melhor compreensão sobre a atuação da diversidade e do empoderamento feminino no cenário brasileiro, utilizando um recorte histórico sobre a historiografia brasileira focando nos eventos como a colonização, a escravidão e a abolição da escravatura, com base nos autores Schwarcz & Starling (2015) e Fausto (1996), refletindo sobre a constituição da identidade nacional (Ortiz, 1985) e a influência na demanda da diversidade cultural e étnica existente atualmente na sociedade brasileira (Ortiz, 1985, 1999, 2007, 2015 & 2017). Também, buscou-se a compreensão da condição da mulher na sociedade com Beauvoir (1967 & 1970) e Ribeiro (2018) e Butler (2003) e o aporte do empoderamento feminino para a emancipação feminina Baquero (2006 & 2012) e Berth (2019), e Ribeiro (2018 & 2019). Com base na fundamentação teórica, a análise contou com a análise discursiva como uma ferramenta teórico-analítica no intuito de interpretar a interpelação do discurso das duas peças publicitárias das campanhas da Avon Brasil com a diversidade e com o empoderamento feminino.
This work aims to explore diversity and female empowerment on the brand positioning of the Avon Brazil through the speech of two pieces of advertising campaigns, “Eu sou assim: Outubro Rosa estrelando Candy Mel”; published on October 8th, 2015 and “Color Trend: #E aí, tá pronta?“; aired on June 14th, 2017; both digitally aired on the brand's profiles on Facebook, Instagram and YouTube. The choice of this object must be affected by the relevance that diversity and women’s empowerment have been acquired on the contemporary Brazilian society and after globalization, these subjects were more discussed in the media, expressly in advertising and social networks, in addition, they are being inspiration on the values essence to the company Avon Brasil, which in 2015 repositioned itself in the market, acting in favor of these topics. The research followed a theoretical study to seek a better understanding of the role of diversity and the female empowerment scenario in Brazil, using a clipping history on its historiography focusing on events such as colonization, slavery and the abolition of slavery, based on the authors Schwarcz & Starling (2015) and Fausto (1996), reflecting on the constitution of the national identity (Ortiz, 1985) and the influence on the demand for cultural and ethnic diversity currently existing in Brazilian society (Ortiz, 1985, 1999, 2007, 2015 & 2017). It also sought to understand the condition of women in Beauvoir (1967 & 1970) and Ribeiro (2018) and Butler (2003) and the development of female empowerment for women’s emancipation with Baquero (2006 & 2012) and Berth (2019), and Ribeiro (2018 & 2019). Based on the theoretical foundation, the analysis reported with a discursive analysis as a theoretical-analytical tool in order to interpret the discourse interpellation of these two advertising pieces of Avon Brasil's campaigns with diversity and with female empowerment.
This work aims to explore diversity and female empowerment on the brand positioning of the Avon Brazil through the speech of two pieces of advertising campaigns, “Eu sou assim: Outubro Rosa estrelando Candy Mel”; published on October 8th, 2015 and “Color Trend: #E aí, tá pronta?“; aired on June 14th, 2017; both digitally aired on the brand's profiles on Facebook, Instagram and YouTube. The choice of this object must be affected by the relevance that diversity and women’s empowerment have been acquired on the contemporary Brazilian society and after globalization, these subjects were more discussed in the media, expressly in advertising and social networks, in addition, they are being inspiration on the values essence to the company Avon Brasil, which in 2015 repositioned itself in the market, acting in favor of these topics. The research followed a theoretical study to seek a better understanding of the role of diversity and the female empowerment scenario in Brazil, using a clipping history on its historiography focusing on events such as colonization, slavery and the abolition of slavery, based on the authors Schwarcz & Starling (2015) and Fausto (1996), reflecting on the constitution of the national identity (Ortiz, 1985) and the influence on the demand for cultural and ethnic diversity currently existing in Brazilian society (Ortiz, 1985, 1999, 2007, 2015 & 2017). It also sought to understand the condition of women in Beauvoir (1967 & 1970) and Ribeiro (2018) and Butler (2003) and the development of female empowerment for women’s emancipation with Baquero (2006 & 2012) and Berth (2019), and Ribeiro (2018 & 2019). Based on the theoretical foundation, the analysis reported with a discursive analysis as a theoretical-analytical tool in order to interpret the discourse interpellation of these two advertising pieces of Avon Brasil's campaigns with diversity and with female empowerment.
Description
Keywords
Comunicação Discurso Diversidade Empoderamento Feminino Avon Communication Speech Diversity Female Empowerment