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Authors
Advisor(s)
Abstract(s)
Contrariando a banalização do uso da expressão “corpo-objecto” que
hoje em dia se verifica – são vários os autores que a empregam em qualquer
representação do corpo da mulher destinada a promover produtos masculinos
ou femininos –, este artigo visa demonstrar que este conceito apenas se deve
aplicar aquando do recurso gratuito e primário a corpos femininos reveladores
de determinados detalhes da sua feminilidade – poses sensuais ou mesmo
eróticas, corpos seminus ou nus – e limitado à promoção de produtos
masculinos. Nestas situações, a mulher acaba por ser ela própria um produto,
um objecto, já que emerge nas mais diversas poses, funcionando como um
elemento altamente persuasivo.
Contrasting with the widespread use that the expression “body object” is currently used today – there are many authors who use it for every woman body representation aimed at promoting men or women’s products – this article wants to show that this concept should only be applied when there is a gratuitous and primary resource for women’s bodies revealing certain feminine details - sensual or even erotic poses, semi-naked or naked bodies – and when it is restricted to the promotion of men’s products. In these situations, the woman ends up being herself a product, an object, since she emerges in the most different poses, working as a highly persuasive element.
Contrasting with the widespread use that the expression “body object” is currently used today – there are many authors who use it for every woman body representation aimed at promoting men or women’s products – this article wants to show that this concept should only be applied when there is a gratuitous and primary resource for women’s bodies revealing certain feminine details - sensual or even erotic poses, semi-naked or naked bodies – and when it is restricted to the promotion of men’s products. In these situations, the woman ends up being herself a product, an object, since she emerges in the most different poses, working as a highly persuasive element.
Description
Keywords
Publicidade Discursos corporais Análise da publicidade Consumo Advertising Body discourses Advertising analysis Consumption
Citation
Veríssimo, J. (2005). A metamorfose da mulher em “objecto” na publicidade. Revista Comunicação Pública, 1(2), 109-119.
Publisher
Escola Superior de Comunicação Social