A construção discursiva dos gêneros feminino e masculino em anúncios publicitários.

Abstract

: Thinking about social relations implies a comprehension that behaviors and values considered masculine or feminine are, in fact, socially constituted through social practices. Of these, language, as a signifying system, has a determining role in constructing and legitimating gender roles. In this perspective, this paper aims at analyzing a few advertisements using the three-dimensional pattern of Critical Discourse Analysis as a theoretical tool, in order to understand how gender roles are discursively constituted and which linguistic mechanisms are involved in such a process. This paper allows us to observe that gender identities are represented in binary ways through stereotypes which reinforce asymmetrical power relations between men and women.