Commodity Feminisms in the Advertising Strategies of the Amaro Brand
an Analysis Based on Intersectional Roulette
DOI:
https://doi.org/10.30962/ecomps.2925Keywords:
Advertising, Feminisms, Intersectionality, intersectional roulette, body politicsAbstract
The article reflects on the contributions and limits of the Advertising institution as a promoter of contemporary feminist agendas, with the aim of understanding the communicative flows of brands that claim to be intersectional. To this end, the concepts of Commodity Feminism and Intersectional Roulette are used to analyze Amaro’s branding strategies. Roulette is used as a methodology to understand which intersections the brand’s communication makes visible and which are still lacking. Even though advertising is a tool at the service of capital, it is understood that it is capable of disruptions that allow the visibility of dissident bodies and their political powers.
Downloads
References
ALTHEMAN, F. Bololô, vamô ocupar! Processos comunicativos, arranjos e cenas de dissenso da resistência secundarista. Curitiba: Editora Appris, 2022.
______.; LINS, L. A. Olha de novo: reconstrução da cena dos feminismos contemporâneos a partir de campanhas da Avon. Organicom, ano 20, n. 41, p. 202-214, jan.-abr. 2023. Disponível em: <https://doi.org/10.11606/issn.2238-2593.organicom.2023.201295>. Acesso em: 5 ago. 2024.
AMARO. Disponível em: <https://www.instagram.com/amaro>. Acesso em: 5 ago. 2024. (Postagens de amostragem da pesquisa realizadas entre 2020 e 2023.)
BANET-WEISER, S. Authentic TM: the Politics of Ambivalence in a Brand Culture. Nova York: New York University Press, 2012.
______.; LAPSANSKY, C. RED is the New Black: Brand Culture, Consumer Citizenship and Political Possibility. International Journal of Communication, Califórnia, v. 2, p. 1248-1268, 2008.
BECKER-HERBY, E. The Rise of Femvertising: Authentically Reaching Female Consumers. Professional M.A. in Strategic Comunication Capstone – School of Journalism and Mass Communication, University of Minnesota, Twin Cities, 2016
BUTLER, J. Corpos em aliança e a política das ruas: notas para uma teoria performativa de assembleia. Rio de Janeiro: Civilização Brasileira, 2018.
______. Corpos que importam. São Paulo: n-1 edições; Crocodilo Edições, 2019.
CARRERA, F. Roleta interseccional: proposta metodológica para análises em Comunicação. E-Compós, on-line, v. 24, p. 1-22, jan.-dez. 2021a. Disponível em: <https://www.e-compos.org.br/e-compos/article/view/2198>. Acesso em: 5 ago. 2024.
______. Para além da descrição da diferença: apontamentos sobre o método da roleta interseccional para estudos em Comunicação. Liinc em Revista, Rio de Janeiro (on-line), v. 17, n. 2, p. 1-19, 2021b. Disponível em: <https://revista.ibict.br/liinc/article/view/5715/5406>. Acesso em: 5 ago. 2024.
CASTRO, G. G. S. Precisamos discutir sobre o idadismo. Mais 60 – Estudos sobre Envelhecimento, on-line, v. 28, n. 67, p. 38-55, 2017. Disponível em: <https://portal.sescsp.org.br/files/artigo/ff0eed41/580d/49c2/b5d5/66e88d2ef551.pdf>. Acesso em: 5 ago. 2024.
COLLINS, P. H. Pensamento feminista negro: conhecimento, consciência e a política do empoderamento. São Paulo: Boitempo, 2019.
______.; BILGE, S. Interseccionalidade. São Paulo: Boitempo, 2021.
CRENSHAW, K. Mapping the Margins: Intersectionality, Identity Politics, and Violence against Women of Color. Stanford Law Review, v. 43, n. 6, p. 1241-1299, 1991. Disponível em: <https://www.jstor.org/stable/1229039?origin=crossref>. Acesso em: 1 out. 2023.
______. A interseccionalidade na discriminação de raça e gênero. In: V.V.A.A. Painel 7 – Cruzamento: raça e gênero. Brasília: UNIFEM, 2004. p. 7-16. Disponível em: <https://edisciplinas.usp.br/mod/resource/view.php?id=2295749&forceview=1>. Acesso em: 5 ago. 2024.
FOUCAULT, M. A ética do cuidado de si como prática da liberdade. In: MOTTA, M. B. (Org.). Ditos e escritos V: ética, sexualidade e política. Rio de Janeiro: Forense Universitária, 2004. p. 264-287.
______. As técnicas de si. In: MOTTA, M. B. (Org.). Ditos e escritos IX: genealogia da ética, subjetividade e sexualidade. Rio de Janeiro: Forense Universitária, 2014. p. 264-296.
JANUÁRIO, S. B. Feminismo de mercado: quando a publicidade e o mercado “compram” as pautas feministas. Recife: Editora UFPE, 2022.
______.; CHACEL, M. Femvertising: uma tendência publicitária?. In: OLIVEIRA-CRUZ, M. F. (Org.). Publicidade e gênero: representações e práticas em questão. Santa Maria: FACOS-UFSM, 2018. p. 151-170.
LINS, L. A. Deixamos o não em casa, mas saímos com o nunca: publicidade, experiência, públicos e feminismos nas redes digitais. Curitiba: Appris, 2021.
MOZDZENSKI, L. Outvertising: a publicidade fora do armário. Curitiba: Appris, 2020.
______. Entre hambúrgueres, crianças e o discurso de ódio LGBTfóbico: reflexões sobre o outvertising do Burger King em 2021. In: CONGRESSO INTERNACIONAL DE COMUNICAÇÃO E CONSUMO, 8., São Paulo. Anais... São Paulo: ESPM, 2021.
RELATÓRIO DE SUSTENTABILIDADE. Amaro (on-line), São Paulo, 2020. Disponível em: <https://amaro.com/br/pt/relatorio-sustentabilidade>. Acesso em: 4 jul. 2023.
ROCHA, E. A mulher, o corpo e o silêncio: a identidade feminina nos anúncios publicitários. Alceu: Revista de Comunicação, Cultura e Política, v. 2, n. 3, p. 15-39, 2001.
SALA DE IMPRENSA. Amaro, São Paulo (on-line), 2012. Disponível em <https://amaro.com/br/pt/imprensa>. Acesso em: 4 jul. 2023.
STRAZZA, P. AMARO reverte perda de seguidores por homofobia em doação de R$ 15 mil a Casa Florescer. B9, on-line, 1 jun. 2021. Disponível em: <https://www.b9.com.br/144960/amaro-reverte-perda-de-seguidores-por-homofobia-em-doacao-de-r-15-mil-a-casa-florescer/>. Acesso em: 2 jul. 2023.
WOTTRICH, L. A publicidade como objeto de conhecimento no Brasil. E-Compós, on-line, v. 26, p. 1-18, 2023.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Francine Altheman, Letícia Alves Lins
This work is licensed under a Creative Commons Attribution-NoDerivatives 4.0 International License.
The submission of originals to this journal implies the transfer, by the authors, of the printed and digital publication rights. The copyrights for the published articles belong to the author, with the rights of the journal over the first publication. The authors can only use the same results in other publications, clearly indicating this journal as the source of the original publication. Because we are an open-access journal, the free-of-charge,educational, scientific, and non-commercial use of the papers is allowed, as long as the source is cited.
Authorship
Any person who has effectively participated in the conception of the study, the development of the experimental part, the analysis and interpretation of data and the final wording, is considered as an author. By submitting an article for publication in E-Compós Journal, the author agrees with the following terms: 1. The author keeps the rights on the article, but its publication in the journal automatically implies the full and exclusive disposal of the copyright rights for the first edition, without payment. 2. The ideas and opinions expressed in the article are the sole responsibility of the author, not necessarily reflecting the views of the journal. 3. After the first publication, the author is authorized to take additional contracts, independent of the journal, for the dissemination of the paper by other means (e.g. when publishing in the institutional repository or as a book chapter), provided that the complete citation of the original publication. 4. The author of a published article is allowed and is stimulated to distribute his work online, always with the proper citation of the first edition.
Conflicts of interest and research ethics
If the developed research or the publication of the article may raise doubts as to potential conflicts of interest, the author should declare, in a final note, that no links to funding bodies have been omitted, as well as to commercial or political institutions. Similarly, the institution to which the author is bound should be mentioned, as well as others that may have collaborated in the execution of the study, evidencing that there are no conflicts of interest with the result already presented. It is also necessary to inform that the interviews and experiences involving human beings have obeyed the established ethical procedures for scientific research. The names and addresses informed in this journal will be used exclusively for the services provided by this publication, not made available for other purposes or to third parties. The copyrights belong exclusively to the authors. The licensing rights used by the journal consist in the Creative Commons Attribution 4.0 (CC BY 4.0) license: sharing (copying and distribution of the material in any media or format) and adaptation (remix, transformation and creation of material from licensed content for any purposes, including commercial) are permitted.
