A representação discursiva do gênero feminino nas propagandas da cerveja Heineken

Abstract

This article aims at making a contrastive analysis between two advertisements for Heineken beer, evidencing the main ways in which the participants in commercials represent different discourses from the historical moment in which they are located. The analysis shows the hegemonic gender discourses, in which the woman is represented in a subordinate way to the male figure. The first commercial chosen for analysis was “Heineken shoe sale” broadcast in 2014, and the second commercial selected was “The Cliché”, broadcast in 2016 We base our analysis on the theoreticalconstructs of Discourse from Foucault (2005) and on the Visual Grammar proposed byKress and van Leeuwen (2006) to analyze and reflect on the various semiotic modes that configure the advertising language, understanding the advertising text as a multimodal process. The results demonstrate that contemporary marketing producersare increasingly concerned with creating campaigns that follow current discursive practices, revealing, in this case, the opening of spaces previously considered only male to the participation of the female audience