Abstract:

The union of these two concerns: growing importance of the woman in the labour and consumption market and the discussion about the representation of the woman in advertising, has led us to prepare this paper which gathers inputs that we received from three different sources: - Data gathered from consumers through in-depth interviews; - A survey of recent Brazilian advertising production, directed to the female market.. Theoretical sources and other studies on the subject. We consider that the major objective that we have had in preparing this work was that of analyzing how the representation process of the woman is structured in recent Brazilian advertising and how much it is capable of reflecting female roles and values. Our main conclusion is that the Brazilian advertising, targeted to adult women, deals with three major feminine profiles: "Cinderella", "Carmen" and "Jane Fonda".