"Eu sou 'o cara' sentado na mesa do bar" : uma análise das publicidades de cerveja e das práticas de consumo feminino

Abstract

The overall objective of this dissertation is to analyze the relationship between beer commercials that objectify women and the establishment of the taste for the drink in women. In this manner, we see that the image of the woman represented in these advertisements strategically search the objectness, because it reinforces the perpetuation of male domination and reproduce the dominant and traditional values of our brazilian culture rooted in a patriarchal society, in which prevails the symbolic violence. To achieve the objective of this research will follow the following route: identify the representations of the image of women in beer commercials and point out aspects of choice that guide the consumption of beer by women in the process of practice consumption. The methodology is descriptive and qualitative data were processed using the "Functional Discourse Analysis" as a fundamental method to provide support to the study. In this study, in addition to the analysis of advertising images, two focus groups were held in the city of Recife, with University women, between 18 to 31 years, consumers of beer in order to collect data, pertinent information to then prepare an analysis of the theme addressed. In short, we realized that the objectification of the female body presents itself in different ways and that this survey was identified explicitly and symbolic. As the consumption of alcohol among women surveyed, draws attention to the fact they have not started the beer consumption, drink more popular brazilian and recognized as being male. The transition to the beer relates to your element image socializing, autonomy, independence, among others. Some attributes, in many cases, considered to be more present in the male universe and that women seek to achieve concrete and symbolically. We observe that are perceived variations in some commercials and inclusive initiatives, but the context is still tensions and contradictions, as well as the repetition of stereotypes of femininity. As a result of research, the participants of the focus groups do not consider influenced by advertising in your beer consumption process, however we identify relationships established between the speeches that objectify women and the taste for beer.