The racism from the Advertising: a look at representativeness in magazine Ads

Authors

DOI:

https://doi.org/10.18568/cmc.v18i54.2556

Abstract

Through the collect of advertisements of the most valuable brands in Brazil, we analyzed the presence of black people in ads published in Veja magazine in the 2018-2020 interval. We discuss the formation of black Brazilian identity, due to racism, observed here in a three-dimensional way, in its structural, practical and ideological dimensions. We reflect on the place of Advertising as a cultural instrument in the affirmation and consolidation of racist structures, based on their representations. The results of the analysis point to an oscillation in the representation of black people from year to year and, when compared to the work of other researchers on the subject in other periods, there is little evolution in the fight against racism.

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Author Biography

Pablo Moreno Fernandes, Universidade Federal de Minas Gerais (UFMG)

Ph.D. in Communication Sciences from the ECA--USP. Master of Communication from PUC Minas. Permanent Professor of the Graduate Program in Social Communication (PPGCOM) at UFMG. Vice-leader of the Research Group in Communication, Race, and Gender (CORAGEM). Member of the Semiotic Studies Group in Communication, Culture, and Consumption (GESC3).

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Published

2022-04-29

How to Cite

Moreno Fernandes, P. (2022). The racism from the Advertising: a look at representativeness in magazine Ads. Comunicação Mídia E Consumo, 19(54). https://doi.org/10.18568/cmc.v18i54.2556

Issue

Vol. 19 No. 54 (2022): JANEIRO/ABRIL

Section

Artigos

License

Authors retain the copyright and grant the journal the right to first publication, with the work simultaneously licensed under the Creative Commons Attribution License that allows the work sharing with acknowledgment of authorship and initial publication in this magazine.