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Abstract(s)
Lipovetsky, ao dedicar-se ao estudo do papel social e cultural da mulher da última década século
XX, exibia-nos no seu livro A Terceira Mulher (1999) um trabalho sobre a interpretação dos
símbolos que definiam a mulher dessa época. A “terceira mulher” era uma figura social que se
esforçava por reduzir a oposição entre os géneros masculino e feminino, que procurava criar
uma rutura com «a história das mulheres e que expressa uma suprema evolução democrática
aplicada ao status social e identitário do feminino» (1999, p.10). Já neste século emerge o
conceito de “empoderamento feminino”, resultante dos movimentos feministas da década de
80 e 90 do século passado, e das conquistas sociais, profissionais e políticas das mulheres
referidos por Lipovetsky. Com ele surge a noção de Femvertising, termo que se aplica à
“publicidade que revela talentos, mensagens e imagens pró-femininas para capacitar mulheres
e meninas” (SheKnows Media, 2014, citado por Drake, 2017, p.594), eliminado, deste modo, os
tradicionais estereótipos de género (Akestam et al., 2017). Atendendo a que as mulheres são as
protagonistas destas narrativas publicitárias, e às várias representações do corpo (vestido,
seminu ou nu), às respetivas poses, gestos e posturas, pretendemos, nesta texto, refletir sobre
os conceitos de Femvertising e do empoderamento da mulher.
ABSTRACT: By dedicating himself to the study of women's social and cultural role in the last decade of the 20th century, Lipovetsky showcased in his book "The Third Woman" (1999) a work on the interpretation of symbols that defined the women of that time. The "third woman" was a social figure that sought to reduce the opposition between the male and female genders, that aimed to break away from "the history of women and that expresses a supreme democratic evolution applied to the social and identity status of the feminine" (1999, 10). Already in this century, the concept of "female empowerment" emerges, resulting from the feminist movements of last century's 80's and 90's, and from the social, professional, and political achievements of the women, referred to by Lipovetsky. With it comes the notion of Femvertising, term which applies to "advertising that reveals pro-female talents, messages, and images, to empower women and girls" (SheKnows Media, 2014, cited by Drake, 2017, 594), eliminating this way the traditional gender stereotypes (Akestam et al., 2017). Considering that women are the protagonists of these advertising narratives, and to the several representations of the body (dressed, half- naked, or naked), the respective poses, gestures, and postures, in this text, we intend to reflect on the concepts of Femvertising and women's empowerment.
ABSTRACT: By dedicating himself to the study of women's social and cultural role in the last decade of the 20th century, Lipovetsky showcased in his book "The Third Woman" (1999) a work on the interpretation of symbols that defined the women of that time. The "third woman" was a social figure that sought to reduce the opposition between the male and female genders, that aimed to break away from "the history of women and that expresses a supreme democratic evolution applied to the social and identity status of the feminine" (1999, 10). Already in this century, the concept of "female empowerment" emerges, resulting from the feminist movements of last century's 80's and 90's, and from the social, professional, and political achievements of the women, referred to by Lipovetsky. With it comes the notion of Femvertising, term which applies to "advertising that reveals pro-female talents, messages, and images, to empower women and girls" (SheKnows Media, 2014, cited by Drake, 2017, 594), eliminating this way the traditional gender stereotypes (Akestam et al., 2017). Considering that women are the protagonists of these advertising narratives, and to the several representations of the body (dressed, half- naked, or naked), the respective poses, gestures, and postures, in this text, we intend to reflect on the concepts of Femvertising and women's empowerment.
Description
Keywords
Publicidade Corpo Género Femvertising Empoderamento Advertising Body Gender Empowerment
Citation
Veríssimo, J. (2023). Femvertising: A publicidade pode contribuir para o empoderamento da mulher na sociedade?. In F.Teixeira, A.Frias, S.Silveira, D.Vaz, J.Morgado, P. R M.Ribeiro, A. C.Bortolozzi, I.Chagas, T. Vilaça, I.Martins, C.R. Rossi & S.M.Melo (coords.). Género, diversidade sexual e direitos humanos (pp. 29-40). Escola Superior de Educação de Coimbra. https://eventos.esec.pt/cises/publicacoes/
Publisher
Escola Superior de Educação de Coimbra