A representação social da mãe idosa na publicidade brasileira do Dia das Mães: do empoderamento do femvertising à comunicação consolatória
Carregando...
Data
2022-09-29
Autores
Sampaio, César Augusto
Título da Revista
ISSN da Revista
Título de Volume
Editor
Universidade Estadual Paulista (Unesp)
Resumo
A mulher idosa não deixa de ser mãe porque envelhece. Esse papel costuma até ser exercido duplamente, como mãe e avó que se dedica aos cuidados de netos e bisnetos, quando não se torna também arrimo de família. São mulheres que hoje vivem vidas mais longas, saudáveis e produtivas, e estão também redirecionando a força do consumo que tende a ficar cada vez mais nas mãos desse perfil populacional. Assim, a pesquisa verificou se e como a mãe idosa esteve retratada nas publicidades do Dia das Mães de 2021, a fim de saber que sentidos estariam embutidos nessas mensagens mercadológicas: se validavam estereótipos e preconceitos de uma imagem sempre jovem e em boa forma da mulher, ou se questionavam ideologias e relações de poder para valorizar a diversidade do gênero feminino, tendo em vista o conceito de femvertising e seus pilares de empoderamento. Metodologicamente, o estudo é de caráter bibliográfico-descritivo com análises quantitativa e qualitativa. Começa com a revisão dos significados da velhice ao longo da história ocidental até os dias atuais, assunto que se resvala em questões como ageísmo ou etarismo, construção de representações sociais da realidade, mercado de consumo ageless, além das transformações no conceito de maternidade de ontem para hoje. Se ideais de feminilidade, boa forma, juventude e objetificação da mulher fazem parte de uma sociedade ainda patriarcal e machista, é fato também que isso tem sido questionado, sobretudo após o surgimento das redes digitais de comunicação ubíqua, forçando a indústria publicitária a rever seu discurso a partir das estratégias do femvertising. Foram analisados anúncios de revistas impressas e digitais, do canal de TV aberta Rede Globo e das mídias sociais Facebook, Instagram e YouTube. Veículos com públicos de idade, gênero e classes sociais diferentes, o que permitiu uma noção abrangente de como vem sendo construída a representação da maternidade e da mãe idosa na publicidade brasileira. O resultado final mostrou que, no geral, a imagem da mãe idosa foi utilizada em anúncios institucionais, com fins de angariar boa reputação e confiabilidade para a marca. Nesse recorte da pesquisa, prevaleceu a imagem da mãe jovem e de meia-idade associada a anúncios promocionais que, não raro, criam narrativas idealizadas de mundos de beleza e sedução para vender seus produtos e serviços. Mas notou-se também um movimento na direção de um estilo agefull de envelhecer, que procura se dissociar da conotação mercadológica que teria tomado conta da expressão ageless. Essa constatação pôs em evidência dois tipos de comunicação: de um lado, uma retórica consolatória, de outro, uma de acréscimo nutritivo que quebra valores e padrões do establishment social vigente.
The elderly woman does not stop being a mother because she gets older. This role is usually exercised doubly, as a mother and grandmother who is dedicated to the care of grandchildren and great-grandchildren, when she is not also a breadwinner. These are women who today live longer, healthier, and more productive lives, and are also redirecting the power of consumption that tends to be increasingly in the hands of this population profile. Thus, the research verified if and how the elderly mother was portrayed in Mother's Day 2021 advertisements, in order to know which meanings would be embedded in these marketing messages: if they validated stereotypes and prejudices of an image always young and in good shape of the woman, or if they questioned ideologies and power relations to value the diversity of the female gender, taking into account the femvertising concept and its empowerment pillars. Methodologically, the study is bibliographic-descriptive in nature with quantitative and qualitative analyses. It begins with a review of the meanings of old age throughout Western history up to the present day, a subject that slips into issues such as ageism or ageism, the construction of social representations of reality, the ageless consumer market, and the transformations in the concept of motherhood from yesterday to today. If ideals of femininity, good shape, youth, and objectification of women are part of a society still patriarchal and machist, it is also a fact that this has been questioned, especially after the emergence of ubiquitous digital communication networks, forcing the advertising industry to review their discourse from the strategies of Femvertising. The study analyzed advertisements from print and digital magazines, the free-to-air TV channel Rede Globo, and the social media Facebook, Instagram, and YouTube. Vehicles with audiences of different ages, genders, and social classes, which allowed for a comprehensive notion of how the representation of motherhood and the elderly mother in Brazilian advertising has been constructed. The final result showed that, in general, the image of the elderly mother was used in institutional ads, in order to gain good reputation and reliability for the brand. In this research, the image of the young and middle-aged mother prevailed, associated with promotional ads that often create idealized narratives of worlds of beauty and seduction to sell their products and services. But there was also a movement towards an ageful style of aging, which seeks to dissociate itself from the marketing connotation that would have taken over the expression ageless. This observation highlighted two types of communication: on the one hand, a consolatory rhetoric, and on the other, a nutritious one that breaks the values and standards of the current social establishment.
The elderly woman does not stop being a mother because she gets older. This role is usually exercised doubly, as a mother and grandmother who is dedicated to the care of grandchildren and great-grandchildren, when she is not also a breadwinner. These are women who today live longer, healthier, and more productive lives, and are also redirecting the power of consumption that tends to be increasingly in the hands of this population profile. Thus, the research verified if and how the elderly mother was portrayed in Mother's Day 2021 advertisements, in order to know which meanings would be embedded in these marketing messages: if they validated stereotypes and prejudices of an image always young and in good shape of the woman, or if they questioned ideologies and power relations to value the diversity of the female gender, taking into account the femvertising concept and its empowerment pillars. Methodologically, the study is bibliographic-descriptive in nature with quantitative and qualitative analyses. It begins with a review of the meanings of old age throughout Western history up to the present day, a subject that slips into issues such as ageism or ageism, the construction of social representations of reality, the ageless consumer market, and the transformations in the concept of motherhood from yesterday to today. If ideals of femininity, good shape, youth, and objectification of women are part of a society still patriarchal and machist, it is also a fact that this has been questioned, especially after the emergence of ubiquitous digital communication networks, forcing the advertising industry to review their discourse from the strategies of Femvertising. The study analyzed advertisements from print and digital magazines, the free-to-air TV channel Rede Globo, and the social media Facebook, Instagram, and YouTube. Vehicles with audiences of different ages, genders, and social classes, which allowed for a comprehensive notion of how the representation of motherhood and the elderly mother in Brazilian advertising has been constructed. The final result showed that, in general, the image of the elderly mother was used in institutional ads, in order to gain good reputation and reliability for the brand. In this research, the image of the young and middle-aged mother prevailed, associated with promotional ads that often create idealized narratives of worlds of beauty and seduction to sell their products and services. But there was also a movement towards an ageful style of aging, which seeks to dissociate itself from the marketing connotation that would have taken over the expression ageless. This observation highlighted two types of communication: on the one hand, a consolatory rhetoric, and on the other, a nutritious one that breaks the values and standards of the current social establishment.
Descrição
Palavras-chave
Representação social da mãe idosa, Publicidade do Dia das Mães, Femvertising, Envelhecimento, Velhice feminina, Ideologia e cultura brasileira, Social representation of the aging mother, Mother's day advertising, Femvertising, Aging, Female old age, Ideology and brazilian culture