Binary Genders in Advertising Films

Article presented in "II SEJA Gênero e Sexualidade no Audiovisual", by the State University of Goiás, in November of 2017

Abstract

This article makes a brief analysis of the issue of the imposition of binary gender standards in advertising films, especially in perfumery campaigns.Analyzing symbols and signs of the social imaginary in these films.We worked with the content analysis of the last campaign presented by Dior, of its Miss Dior perfume.With it we realize that, despite the attempt to subvert these binary roles, there is still an association of signs restricting the images of men and women.

Keywords: Advertising film; Gender; Imaginary.

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