The Brazilian racism or… When the protagonist is not white

the advertising narrative in “Nesse dia dos pais, dê O Boticário”

Authors

  • Pablo Moreno Fernandes Viana Pontifícia Universidade Católica de Minas Gerais, Belo Horizonte, Brasil
  • Dalila Maria Musa Belmiro Pontifícia Universidade Católica de Minas Gerais

DOI:

https://doi.org/10.11606/issn.1984-5057.v11i1p73-83

Keywords:

Advertising Narrative, Racism, Consumption, Identity

Abstract

This text intends to analyze the narrative of the brand O Boticário in the advertising film “Nesse dia dos pais, dê O Boticário”. We observe its ability, as a narrative, to mobilize publics and to incite discussions from the representation of an afrocentered family in advertising. Our proposal is to reflect on how an unspoken element (the afrocentered family) made Brazilian racism emerge when a portion of subjects started to disapprove the brand because it did not use a white character, historically protagonist of the media representations.

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Author Biographies

  • Pablo Moreno Fernandes Viana, Pontifícia Universidade Católica de Minas Gerais, Belo Horizonte, Brasil

    Doutor em Ciências da Comunicação pela ECA-USP. Docente do Programa de Pós-Graduação em Comunicação Social da PUC Minas.

  • Dalila Maria Musa Belmiro, Pontifícia Universidade Católica de Minas Gerais

    Mestranda em Comunicação Social pela PUC Minas, Publicitária, Bolsista da Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES).

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Published

2018-12-20

Issue

Vol. 11 No. 1 (2019): Media consumption, consumers in debate

Section

ARTICLES

License

Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons BY-NC-SA License.

Licença Creative Commons

 

How to Cite

The Brazilian racism or… When the protagonist is not white: the advertising narrative in “Nesse dia dos pais, dê O Boticário”. Signos do Consumo, [S. l.], v. 11, n. 1, p. 73–83, 2018. DOI: 10.11606/issn.1984-5057.v11i1p73-83. Disponível em: https://www.periodicos.usp.br/signosdoconsumo/article/view/150758.. Acesso em: 18 may. 2024.