Representação no léxico: a apropriação do discurso feminista em anúncios publicitários
Data
2022-05-23
Autores
Antonio, Denise Bordin da Silva
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Editor
Universidade Estadual Paulista (Unesp)
Resumo
Este trabalho propôs a análise de itens lexicais representativos do discurso feminista apropriados pelo gênero publicitário e incorporados em anúncios audiovisuais da indústria da beleza voltados para o público feminino. Buscou-se observar, nos idiomas português, espanhol e inglês, como a publicidade se apropria de determinadas unidades do léxico, entendidas como representantes de estereótipos ligados ao universo feminino e feminista e, também, como esses estereótipos de beleza são reforçados nessas culturas. Desse modo, esta pesquisa é fundamentada em teóricos da Lexicologia, como Biderman (1981; 2001), Polguère (2018) e Lara (2006). Além disso, nos apoiamos em Ferraz (2012), para tratar de Léxico e Publicidade, e em Hamlin e Peters (2018), Goldman (1992) e Lazar (2006), para o que concerne à publicidade voltada para mulheres. O objetivo principal foi de investigar quais os itens lexicais representantes do discurso feminista se fazem presentes em textos publicitários em português, espanhol e inglês. A partir desse entendimento, buscamos, como objetivo específico, mostrar de que maneira essa representação feita via léxico contribui para a perpetuação de estereótipos de beleza e feminilidade, além de contribuir para a despolitização da imagem do movimento. Nesse sentido, elaboramos um corpus, denominado LEX-Fem, a partir de textos de diversas tipologias envolvendo como temática central as discussões feministas e, com base nos itens lexicais coletados, configuramos o que entendemos como léxico representativo do discurso feminista e estabelecemos uma rede associativa entre tais unidades e o material linguístico presente nos anúncios publicitários, produzidos entre 2015 e 2021. Dessa forma, a análise se centra na relação entre as unidades lexicais levantadas, características do discurso feminista, e o discurso que se constrói nos anúncios, tanto no plano linguístico quanto no semiótico. O desenvolvimento do trabalho foi pautado na hipótese de que as unidades lexicais selecionadas foram apropriadas pelo texto publicitário com intuitos mercadológicos e de que os valores mobilizados reafirmam estereótipos consolidados por grupos hegemônicos, contribuindo, assim, para a perpetuação das desigualdades entre os gêneros. A partir da análise, foi possível observar a apropriação do léxico feminista presente em todos os anúncios, além de contradições, nos planos verbal e visual, que comprovam a hipótese de que essas peças publicitárias não se distanciam do discurso hegemônico já estabelecido. Os resultados da pesquisa podem contribuir para a extensão de pesquisas no campo da Lexicologia que priorizam questões de gênero e que salientam a relação do léxico e seu papel de destaque em discursos midiáticos.
This work proposed the analysis of lexical items representative of feminist discourse appropriated by the advertising genre and incorporated in audiovisual advertisements of the beauty industry aimed at the female audience. We sought to observe, in Portuguese, Spanish, and English, how advertising appropriates certain units of the lexicon, understood as representatives of stereotypes linked to the feminine and feminist universe, and also how these stereotypes of beauty are reinforced in these cultures. Thus, this research is based on Lexicology theorists, such as Biderman (1981; 2001), Polguère (2018), and Lara (2006). In addition, we rely on Ferraz (2012), to deal with Lexicon and Advertising, and on Hamlin and Peters (2018), Goldman (1992), and Lazar (2006), for what concerns advertising aimed at women. The main objective was to investigate which lexical items representing feminist discourse are present in advertising texts in Portuguese, Spanish, and English. From this understanding, we sought, as a specific objective, to show how this representation made via lexicon contributes to the perpetuation of stereotypes of beauty and femininity, in addition to contributing to the depoliticization of the image of the movement. In this sense, we elaborated a corpus, called LEX-Fem, based on texts of different typologies involving feminist discussions as a central theme and, based on the lexical items collected, we configured what we understand as a representative lexicon of feminist discourse and established an associative network between such units and the linguistic material present in the advertisements, produced between 2015 and 2021. Thus, the analysis focuses on the relationship between the lexical units characteristic of feminist discourse and the discourse that is constructed in the advertisements, both in the linguistic and semiotic planes. The development of the work was based on the hypothesis that the lexical units selected were appropriated by the advertising text for marketing purposes and that the values mobilized reaffirm stereotypes consolidated by hegemonic groups, thus contributing to the perpetuation of inequalities between genders. From the analysis, it was possible to observe the appropriation of the feminist lexicon present in all advertisements, in addition to contradictions, in the verbal and visual planes, which prove the hypothesis that these advertisements are not distant from the hegemonic discourse already established. The results of the research can contribute to the extension of research in the field of Lexicology that prioritize gender issues and that emphasize the relationship of the lexicon and its prominent role in media discourses.
This work proposed the analysis of lexical items representative of feminist discourse appropriated by the advertising genre and incorporated in audiovisual advertisements of the beauty industry aimed at the female audience. We sought to observe, in Portuguese, Spanish, and English, how advertising appropriates certain units of the lexicon, understood as representatives of stereotypes linked to the feminine and feminist universe, and also how these stereotypes of beauty are reinforced in these cultures. Thus, this research is based on Lexicology theorists, such as Biderman (1981; 2001), Polguère (2018), and Lara (2006). In addition, we rely on Ferraz (2012), to deal with Lexicon and Advertising, and on Hamlin and Peters (2018), Goldman (1992), and Lazar (2006), for what concerns advertising aimed at women. The main objective was to investigate which lexical items representing feminist discourse are present in advertising texts in Portuguese, Spanish, and English. From this understanding, we sought, as a specific objective, to show how this representation made via lexicon contributes to the perpetuation of stereotypes of beauty and femininity, in addition to contributing to the depoliticization of the image of the movement. In this sense, we elaborated a corpus, called LEX-Fem, based on texts of different typologies involving feminist discussions as a central theme and, based on the lexical items collected, we configured what we understand as a representative lexicon of feminist discourse and established an associative network between such units and the linguistic material present in the advertisements, produced between 2015 and 2021. Thus, the analysis focuses on the relationship between the lexical units characteristic of feminist discourse and the discourse that is constructed in the advertisements, both in the linguistic and semiotic planes. The development of the work was based on the hypothesis that the lexical units selected were appropriated by the advertising text for marketing purposes and that the values mobilized reaffirm stereotypes consolidated by hegemonic groups, thus contributing to the perpetuation of inequalities between genders. From the analysis, it was possible to observe the appropriation of the feminist lexicon present in all advertisements, in addition to contradictions, in the verbal and visual planes, which prove the hypothesis that these advertisements are not distant from the hegemonic discourse already established. The results of the research can contribute to the extension of research in the field of Lexicology that prioritize gender issues and that emphasize the relationship of the lexicon and its prominent role in media discourses.
Descrição
Palavras-chave
Léxico, Publicidade, Discurso, Feminismo da mercadoria, Lexicologia e lexicografia, Lexicon, Advertising, Feminism, Discourse, Commodity feminism, Lexicology and lexicography