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RepresentaĆ§Ć£o da mulher na publicidade de revistas femininas portuguesas de 1962 e 1975: o caso da Eva
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Abstract(s)
Portugal esteve sob um regime ditatorial de 1933 a 1974, e a
forma como a mulher era vista na sociedade e
consequentemente representada era muito conservadora,
especialmente na publicidade. InĆŗmeros autores abordaram este
tema, estudando a origem e impacto das representaƧƵes das
mulheres em anĆŗncios publicitĆ”rios. No entanto, a
representaĆ§Ć£o da mulher em publicidade de revistas femininas
nĆ£o tem sido muito estudada, sendo este o objeto de estudo
desta dissertaĆ§Ć£o. Pretende-se examinar a coerĆŖncia entre o
contexto socio cultural do prĆ© e pĆ³s-revoluĆ§Ć£o de 25 de abril de
1974 e a representaĆ§Ć£o da mulher na publicidade, sendo os anos
escolhidos os de 1962 e 1975. Considerando que o perĆodo pĆ³s revoluĆ§Ć£o foi uma Ć©poca em que a mulher portuguesa ganhou
vĆ”rios direitos legais e sociais, os objetivos desta investigaĆ§Ć£o
focam-se em estudar os valores associados Ć representaĆ§Ć£o
feminina e como o design publicitƔrio passava essas
mensagens. AtravĆ©s da junĆ§Ć£o e adaptaĆ§Ć£o dos mĆ©todos de
estudo de caso, anĆ”lise de conteĆŗdo e temĆ”tica e expert
interview, tenciona-se expor o diƔlogo entre a publicidade e a
sociedade portuguesas, com o propĆ³sito de contribuir para que
designers e publicitĆ”rios possam tomar decisƵes na direĆ§Ć£o da
equidade de gƩnero e para que a sociedade em geral possa estar
mais atenta a tais questƵes.
Portugal was under a dictatorship from 1933 to 1974, hence the way women were seen and therefore represented was extremely conservative, especially in advertising. Countless authors have approached this theme, studying the origin and impact of the representation of women in advertising. Nevertheless, the representation of women in advertising found in female magazines has not been studied thoroughly. Consequently, this is the object of study of this thesis. The focus of this study is to examine the coherence between the social and cultural context of the pre and post-revolution that ended the Estado Novo in Portugal and the representation of women in Portuguese advertising. The chosen years for the investigation are 1962 and 1975, considering the fact that the post-revolution period was one where the Portuguese women gained several legal and social rights. The aim of the analysis is to study the values associated with women within the representation in advertising and how advertising design spreads those messages. Through the adaptation of four methods (case study, content analysis, thematic analysis and expert interview), it is intended to expose the dialogue between advertising and the Portuguese society, so that designers and advertising creatives can make decisions with gender equity in sight and that society in general may be more attentive to such issues.
Portugal was under a dictatorship from 1933 to 1974, hence the way women were seen and therefore represented was extremely conservative, especially in advertising. Countless authors have approached this theme, studying the origin and impact of the representation of women in advertising. Nevertheless, the representation of women in advertising found in female magazines has not been studied thoroughly. Consequently, this is the object of study of this thesis. The focus of this study is to examine the coherence between the social and cultural context of the pre and post-revolution that ended the Estado Novo in Portugal and the representation of women in Portuguese advertising. The chosen years for the investigation are 1962 and 1975, considering the fact that the post-revolution period was one where the Portuguese women gained several legal and social rights. The aim of the analysis is to study the values associated with women within the representation in advertising and how advertising design spreads those messages. Through the adaptation of four methods (case study, content analysis, thematic analysis and expert interview), it is intended to expose the dialogue between advertising and the Portuguese society, so that designers and advertising creatives can make decisions with gender equity in sight and that society in general may be more attentive to such issues.
Description
Keywords
RepresentaĆ§Ć£o da mulher Publicidade impressa portuguesa Revistas femininas PrĆ© e pĆ³s-revoluĆ§Ć£o