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Publication
Design inclusivo e representação feminina: Estratégias de direção de arte na publicidade portuguesa contemporânea
| Name: | Description: | Size: | Format: | |
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| 8.68 MB | Adobe PDF |
Advisor(s)
Abstract(s)
A presente investigação analisa o potencial da direção de arte para estalebecer estratégias de comunicação visual que promovam uma representação mais inclusiva da mulher na publicidade contemporânea em Portugal. Considerando que a publicidade funciona simultaneamente como prática comercial e meio de produção simbólica (Santaella & Nöth, 2010; Antoniou & Akrivos, 2020), e que as imagens veiculadas têm impacto na construção de identidade, autoestima e bem-estar (Dahlen & Rosengren, 2016), é necessário considerar que a linguagem visual pode reproduzir ou desafiar estereótipos de género (Grau & Zotos, 2016). A revisão sistemática da literatura evidencia que, apesar das mudanças sociais, a representação da mulher na publicidade continua a ser marcada por imagens normativas, binárias e excludentes (Kilbourne, 1993; Eisend et al., 2023). A importância de práticas de direção de arte que incorporem valores de diversidade e empatia tem sido amplamente discutida (Mahon, 2010; Morais, 2024; Zayer et al, 2023). Com base nesse enquadramento, foi adotada uma metodologia aplicada, de natureza qualitativa e caráter exploratório-explicativo, estruturada no modelo de Research Through Design. A determinação dos resultados foi alcançada por meio de (1) um workshop colaborativo com estudantes e profissionais da direção de arte; (2) a utilização de ferramentas de inteligência artificial generativa para criar peças publicitárias de uma marca higiene feminina; (3) a aplicação de questionários qualitativos; e (4) uma análise semiótica das imagens produzidas, com base nas matrizes visuais de Santaella (2005) e na semiótica de C. S. Peirce. Os resultados evidenciaram que escolhas formais e simbólicas, como ancestralidade, vínculos intergeracionais, diversidade étnico-racial e corporal, e metáforas sensoriais, ativam modos de significação mais inclusivos, permitindo construir um framework estratégico orientado para a inclusão. Conclui-se que, articulada com a semiótica e processos colaborativos, a direção de arte possui o potencial de contribuir para uma comunicação mais alinhada com a diversidade do feminino contemporâneo.
This research analyzes the potential of art direction to establish visual communication strategies that promote a more inclusive representation of women in contemporary advertising in Portugal. Considering that advertising functions simultaneously as a commercial practice and a medium of symbolic production (Santaella & Nöth, 2010; Antoniou & Akrivos, 2020), and that the images it conveys impact identity construction, self-esteem, and well-being (Dahlen & Rosengren, 2016), it is necessary to consider that visual language can either reproduce or challenge gender stereotypes (Grau & Zotos, 2016). A systematic literature review shows that, despite social change, the representation of women in advertising continues to be shaped by normative, binary, and exclusionary portrayals (Kilbourne, 1993; Eisend et al., 2023). The importance of art direction practices that incorporate values of diversity and empathy has been widely discussed (Mahon, 2010; Morais, 2024; Zayer et al., 2023). Based on this framework, the study adopted an applied methodology, qualitative in nature and with an exploratory-explanatory character, structured according to the Research Through Design model. The results were determined through (1) a collaborative workshop with students and art direction professionals; (2) the use of generative artificial intelligence tools to create advertising pieces for a fictional feminine hygiene brand; (3) the application of qualitative questionnaires; and (4) a semiotic analysis of the produced images, based on Santaella’s (2005) visual matrices and C. S. Peirce’s semiotics. The findings revealed that formal and symbolic choices, such as ancestral references, intergenerational bonds, ethno-racial and bodily diversity, and sensory metaphors, activate more inclusive modes of meaning-making, enabling the construction of a strategic framework oriented toward inclusion. It is concluded that, when articulated with semiotics and collaborative processes, art direction holds the potential to foster communication more attuned to the diversity of contemporary femininity.
This research analyzes the potential of art direction to establish visual communication strategies that promote a more inclusive representation of women in contemporary advertising in Portugal. Considering that advertising functions simultaneously as a commercial practice and a medium of symbolic production (Santaella & Nöth, 2010; Antoniou & Akrivos, 2020), and that the images it conveys impact identity construction, self-esteem, and well-being (Dahlen & Rosengren, 2016), it is necessary to consider that visual language can either reproduce or challenge gender stereotypes (Grau & Zotos, 2016). A systematic literature review shows that, despite social change, the representation of women in advertising continues to be shaped by normative, binary, and exclusionary portrayals (Kilbourne, 1993; Eisend et al., 2023). The importance of art direction practices that incorporate values of diversity and empathy has been widely discussed (Mahon, 2010; Morais, 2024; Zayer et al., 2023). Based on this framework, the study adopted an applied methodology, qualitative in nature and with an exploratory-explanatory character, structured according to the Research Through Design model. The results were determined through (1) a collaborative workshop with students and art direction professionals; (2) the use of generative artificial intelligence tools to create advertising pieces for a fictional feminine hygiene brand; (3) the application of qualitative questionnaires; and (4) a semiotic analysis of the produced images, based on Santaella’s (2005) visual matrices and C. S. Peirce’s semiotics. The findings revealed that formal and symbolic choices, such as ancestral references, intergenerational bonds, ethno-racial and bodily diversity, and sensory metaphors, activate more inclusive modes of meaning-making, enabling the construction of a strategic framework oriented toward inclusion. It is concluded that, when articulated with semiotics and collaborative processes, art direction holds the potential to foster communication more attuned to the diversity of contemporary femininity.
Description
Keywords
Direção de arte Inclusão de género Representação feminina Publicidade portuguesa Semiótica visual