Uma análise discursiva da diversidade de gênero em campanha de "Dia dos namorados" de "O Boticário" em mídias digitais

Abstract

Advertising can influence consumers not only in their decision to purchase products, but also in the way they think, act and face prejudices. Through emotional appeals, presentation of inspiring stories, humor, love and aspirations, advertising can impact people by making them reflect on the most diverse prejudices faced in our society, such as racism, gender diversity, social differences, among others. Therefore, in this research we chose to analyze the speeches of the Valentine's Day advertising campaigns of the company O Boticário. Our theoretical foundation is based on Critical Discourse Analysis (Fairclough, 2016; Ramalho, Resende and Melo, 2011), focusing on the genres of discourse in question (Bakhtin, 1997; Fairclough, 2016; Marcuschi, 2002) and advertising analysis (Malanga, 1987 ; Sant'Anna, 2006; Santos, 2005), in an attempt to address the topic of social diversity, gender diversity, gender performances and modern binarism (Bauman, 2000; Butler, 2003; Fairclough, 2016; Louro, 1997, 2001, 2007; Paula, 2016). Our general objective is to analyze the speeches regarding gender diversity in the Valentine's Day advertising campaigns of the cosmetics company, O Boticário, in the years 2009, 2015 and 2022, with the aim of understanding how issues related to gender diversity are addressed in these campaigns over time. Our research is qualitative, as it seeks to understand, from these texts, more discursive aspects that reverberate ideologies and trigger social behaviors. As for the methodology, we used Critical Discourse Analysis to examine three advertising pieces covering the period from 2009 to 2022. Initially, we noticed that, in 2009, the company promoted traditional campaigns, that is, it only showed couples within the binary norms, however, since 2015, their discourse in relation to gender diversity has been transforming. However, we still see traces of conservatism in these pieces. We hope that such analysis promotes pedagogical reflections involving the consumer public, to show that one must have a critical look at the discourse promoted by the advertising media.