Protagonismo da mulher negra em campanha publicitária contemporânea: uma análise das representações do sujeito.

Abstract

This research aims to analyze the way(s) of how black woman is represented in one piece of advertising of the campaign promoted by Pantene hairline products, entitled Gold Series. To do so, a promotional video of the previously pointed brand was selected. The video was published in English language in 2017, and it presents in its composition the black woman, as protagonist, as well as the target audience. Based on the speech genres theory and the dialogic perspective of language by Bakhtin (2016); the concepts of representation and identity, suggested by Hall (1996; 2016), we aim at decomposing the advertisement speech genre and the social representation (s) of the subject black woman in this genre of wide social reach. Our research also uses descriptions by Sandmann (1997) and Arens, Schaefer, Weigold (2013) to define language and the structure of the advertisement; explanations by Tejon, Panzarani, Megido (2010) and Safatle (2008) about the new strategies for composing the advertisement, specially the service to meet new social groups; and indications suggested by Ribeiro (2018) and Braga (2015) about the portrayal of the black woman in the social imaginary as well as the positions occupied by her in our society. Through a method that uses the qualitative approach, our research is categorized as of documentary and interpretive types. We conclude pointing out that factors, such as the sociohistorical environment that we are at and the speech genre’s goals, contribute to a new way of how this subject is represented. We note that the construction of meaning to represent the black woman in society moves towards a transformation of her status, now, as a protagonist, these aspects contradict the hegemonic speech, usually easier found, and that it would probably not be possible in another historical context.