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Advisor(s)
Abstract(s)
A publicidade, face à sua natureza persuasiva, à omnipresença nos media e a
associação às marcas que publicita, confere legitimidade às imagens corporais que
reproduz, ao ponto dos seus conteúdos e representações se poderem tornar banais
pela frequência da repetição, influenciando a receptor a adoptar determinados
comportamentos que vê nas imagens (Gresy, 2002).
Constatamos, então, um ciclo mais ou menos vicioso: um indivíduo que procura um
corpo “ideal” que se depara perante uma imagem (publicitária) que lhe oferece esse
corpo ideal e a busca ainda mais incessante desse modelo ideal que se manifesta,
não apenas nos consumos dos produtos publicitados, muitos deles em nada
relacionados com o aspecto físico, mas também nas práticas físicas, dietéticas, de
ingestão de drogas e mesmo nas cirurgias estéticas (Meyers, 1995).
A nossa investigação visa demonstrar os vários significados do corpo total (ora
vestido, seminu ou nu, respectivas poses, gestos e posturas), dos fragmentos/partes
corporais mais salientes e das marcas corporais em uso na publicidade Portuguesa.
O objectivo é o de demonstrar que a publicidade, ao veicular certas imagens do
corpo humano, reproduz noções relacionadas com a juventude, a beleza e a
sedução, procedimentos persuasivos, muitas vezes, concebidos com uma carga
erótica materializada, particularmente, no feminino, cujos apelos sociais e afectivos
são de natureza essencialmente simbólicos.
Deste modo, estudámos as personagens; os vários tipos de corpos, as marcas
sociais; as expressões e posturas; o tipo de cenários em que decorre a publicidade,
as cores; os argumentos, apelos; e os valores sociais que ali são veiculados.
ABSTRACT: The association of the ads to the brands they advertise, which are made to be persuasive, and the fact they are omnipresent in the media, legitimises the repetitive use of body images, shown up to the point that their contents and representations might became trivial due to the frequency of their repetition. This influences the receiver to adopt the behaviours he/she sees in the image (Gresy, 2002). This leads to a cycle: an individual that is looking for an “ideal” body and then is confronted with one that was published looks at that image not only as an ideal body, but also a path in the incessant search for his/her own ideal model, which leads to the consumption of the products that are advertised, many of them not directly linked to physical aspects; this can lead to dieting, ingestion of drugs and even cosmetic surgery (Meyers, 1995). The individual is looking for an ideal body image. So, our research was aimed at understanding the different types of bodies used in Portuguese ads, verifying in which way ads, by transmitting certain images of the human body, convey notions of youth, beauty and seduction, which are normally idealised as having an erotic charge, especially the female body, whose social and effective appeal are essentially of a symbolic nature. In our research, we studied the actor/actress; the different body types; social marks; body expressions and postures; type of scenarios, colours; arguments and appeals in the ads; and the social values inherent to them.
ABSTRACT: The association of the ads to the brands they advertise, which are made to be persuasive, and the fact they are omnipresent in the media, legitimises the repetitive use of body images, shown up to the point that their contents and representations might became trivial due to the frequency of their repetition. This influences the receiver to adopt the behaviours he/she sees in the image (Gresy, 2002). This leads to a cycle: an individual that is looking for an “ideal” body and then is confronted with one that was published looks at that image not only as an ideal body, but also a path in the incessant search for his/her own ideal model, which leads to the consumption of the products that are advertised, many of them not directly linked to physical aspects; this can lead to dieting, ingestion of drugs and even cosmetic surgery (Meyers, 1995). The individual is looking for an ideal body image. So, our research was aimed at understanding the different types of bodies used in Portuguese ads, verifying in which way ads, by transmitting certain images of the human body, convey notions of youth, beauty and seduction, which are normally idealised as having an erotic charge, especially the female body, whose social and effective appeal are essentially of a symbolic nature. In our research, we studied the actor/actress; the different body types; social marks; body expressions and postures; type of scenarios, colours; arguments and appeals in the ads; and the social values inherent to them.
Description
Keywords
Publicidade Corpo/Posturas/Expressões Marcas sociais Persuasão Argumentos/Apelos Imagem Discurso publicitário Consumo Advertising Body/Expressions/Postures Social marks Persuasion Arguments/Appeals Image Discourse Consumer
Citation
Pereira, F.C., & Veríssimo, J. (2006, abril, 21-22). O corpo na publicidade portuguesa. [Comunicação oral]. VII Congresso da Lusocom: cidadania, identidade e democracia na lusofonia, Universidad de Santiago de Compostela, Santiago de Compostela, Espanha.
Publisher
Lusocom
Universidad de Santiago de Compostela
Universidad de Santiago de Compostela