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Este estudo tem como principal objetivo identificar e compreender quais os valores de masculinidade que são representados na publicidade impressa.
Para levar este estudo a cabo foram analisados os anúncios contidos na revista impressa Men’s Health, na edição do mês de setembro, desde o ano de 2002 a 2012, num total de 174 anúncios. A escolha da revista Men’s Health prende-se com o facto de ser uma revista dirigida ao segmento masculino.
Foram traçados objetivos para o estudo em que todos eles convergem para um ponto em comum: identificação e compreensão dos valores de masculinidade presentes na publicidade em revistas dirigidas ao segmento masculino.
Após a construção de uma grelha de análise foi desenvolvida uma análise extensiva, realizada aos diferentes anúncios e uma análise semiótica para que desta forma possamos ter uma abordagem qualitativa e quantitativa.
Por fim, na conclusão e discussão dos resultados identificámos os valores de masculinidade que mais se encontram presentes nos anúncios dirigidos ao segmento masculino e posicionamos esses valores num esquema com o objetivo de conseguirmos classificar a forma de masculinidade refletida nos anúncios.
ABSTRAC: The main objective of this study is to identify and understand which values of masculinity are represented in print advertising. To develop this study we analyzed the ads in the print magazine Men's Health, in the edition of September, from the year 2002 to 2012, a total of 174 listings. The choice of Men's Health magazine is related to the fact that the magazine is addressed to the male segment. Goals were outlined for the study in which they all converge to a common point: the identification and understanding of the values of masculinity present in print advertising. After building a framework of analysis it was developed an extensive analysis, performed to different ads and a semiotic analysis in order to have a qualitative and quantitative approach. Finally, in the conclusion and discussion of the results, the values of masculinity that are present in most ads targeted at the male segment were identified. These values were organized in a scheme to identify and classify the masculinity form reflected in the ads.
ABSTRAC: The main objective of this study is to identify and understand which values of masculinity are represented in print advertising. To develop this study we analyzed the ads in the print magazine Men's Health, in the edition of September, from the year 2002 to 2012, a total of 174 listings. The choice of Men's Health magazine is related to the fact that the magazine is addressed to the male segment. Goals were outlined for the study in which they all converge to a common point: the identification and understanding of the values of masculinity present in print advertising. After building a framework of analysis it was developed an extensive analysis, performed to different ads and a semiotic analysis in order to have a qualitative and quantitative approach. Finally, in the conclusion and discussion of the results, the values of masculinity that are present in most ads targeted at the male segment were identified. These values were organized in a scheme to identify and classify the masculinity form reflected in the ads.
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Publicidade Questões de género Identidade Masculinidade Semiótica Advertising Gender issues Identity Masculinity Semiotics