Women's representation by beer brands: a semiolinguistic analysis of the video Skol Reposter
This work aims to discuss the feminine representation disseminated by Skol in its repositioning campaign. Through a discursive analysis anchored in the precepts of Patrick Charaudeau's Semiolinguistic Theory (2008, 2017) and in the gender discussion notably carried out by Scott (1995), we envis...
| Main Authors: | , , |
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| Format: | Article |
| Language: | Portuguese |
| Published: |
Universidade Estadual do Oeste do Paraná
2018-12-01
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| Series: | Travessias |
| Subjects: | |
| Online Access: | http://e-revista.unioeste.br/index.php/travessias/article/view/20938 |
| _version_ | 1818994356506329088 |
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| author | Tábatha Silva Valentim Mariana Ramalho Procopio Anna Clara Arcanjo Fonseca |
| author_facet | Tábatha Silva Valentim Mariana Ramalho Procopio Anna Clara Arcanjo Fonseca |
| author_sort | Tábatha Silva Valentim |
| collection | DOAJ |
| description | This work aims to discuss the feminine representation disseminated by Skol in its repositioning campaign. Through a discursive analysis anchored in the precepts of Patrick Charaudeau's Semiolinguistic Theory (2008, 2017) and in the gender discussion notably carried out by Scott (1995), we envisage finding the main sociodiscursive imaginaries about women that would be indicative of a repositioning strategy of this brand. As an object of analysis, we chose the Skol Reposter video, launched by the company on social networks on March 8, 2017. Our analyzes showed that the brand's main concern was to project its image and demonstrate the evolution of its position regarding the female figure rather than guarantee a discussion about the woman's place in society. |
| first_indexed | 2024-12-20T20:56:39Z |
| format | Article |
| id | doaj.art-6a768d4f13b6464a8e327f16feb6b968 |
| institution | Directory Open Access Journal |
| issn | 1982-5935 |
| language | Portuguese |
| last_indexed | 2024-12-20T20:56:39Z |
| publishDate | 2018-12-01 |
| publisher | Universidade Estadual do Oeste do Paraná |
| record_format | Article |
| series | Travessias |
| spelling | doaj.art-6a768d4f13b6464a8e327f16feb6b9682022-12-21T19:26:49ZporUniversidade Estadual do Oeste do ParanáTravessias1982-59352018-12-011248610412286Women's representation by beer brands: a semiolinguistic analysis of the video Skol ReposterTábatha Silva Valentim0Mariana Ramalho Procopio1Anna Clara Arcanjo Fonseca2Universidade Federal de ViçosaUniversidade Federal de ViçosaUniversidade Federal de ViçosaThis work aims to discuss the feminine representation disseminated by Skol in its repositioning campaign. Through a discursive analysis anchored in the precepts of Patrick Charaudeau's Semiolinguistic Theory (2008, 2017) and in the gender discussion notably carried out by Scott (1995), we envisage finding the main sociodiscursive imaginaries about women that would be indicative of a repositioning strategy of this brand. As an object of analysis, we chose the Skol Reposter video, launched by the company on social networks on March 8, 2017. Our analyzes showed that the brand's main concern was to project its image and demonstrate the evolution of its position regarding the female figure rather than guarantee a discussion about the woman's place in society.http://e-revista.unioeste.br/index.php/travessias/article/view/20938análise do discursorepresentações sociaisgêneropublicidade de cerveja. |
| spellingShingle | Tábatha Silva Valentim Mariana Ramalho Procopio Anna Clara Arcanjo Fonseca Women's representation by beer brands: a semiolinguistic analysis of the video Skol Reposter Travessias análise do discurso representações sociais gênero publicidade de cerveja. |
| title | Women's representation by beer brands: a semiolinguistic analysis of the video Skol Reposter |
| title_full | Women's representation by beer brands: a semiolinguistic analysis of the video Skol Reposter |
| title_fullStr | Women's representation by beer brands: a semiolinguistic analysis of the video Skol Reposter |
| title_full_unstemmed | Women's representation by beer brands: a semiolinguistic analysis of the video Skol Reposter |
| title_short | Women's representation by beer brands: a semiolinguistic analysis of the video Skol Reposter |
| title_sort | women s representation by beer brands a semiolinguistic analysis of the video skol reposter |
| topic | análise do discurso representações sociais gênero publicidade de cerveja. |
| url | http://e-revista.unioeste.br/index.php/travessias/article/view/20938 |
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