Uma abordagem sociossemiótica das imagens publicitárias nas revistas femininas
DOI :
https://doi.org/10.26563/dobras.v6i14.60Mots-clés :
corpo, heterossexualidade, revistas femininas, sociossemiótica.Résumé
Há razões para acreditar que os corpos das mulheres heterossexuais ganharam um novo protagonismo na publicidade e nas revistas de moda atuais com o surgimento de uma nova figura, crescentemente globalizada, da mulher que afirma a sua feminilidade por meio de um corpo sexy – e não apenas belo, mas “saudável” –, e na escolha e afirmação livre do mesmo, um processo apresentado como fonte de empoderamento individual, motivo de celebração, de divertimento e de prazer. Neste artigo, pretendo, a partir de uma abordagem sociossemiótica, sublinhar a complexidade dos processos envolvidos na comunicação desse tipo de imagem no contexto de revistas femininas publicadas em Portugal. Importa compreender essa complexidade antes de opinarmos sobre os modos como esse tipo de imagem interfere na relação que cada uma de nós tem consigo mesma.
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