O discurso publicitário e a representação de identidades queer

Abstract

This study focuses on addressing the advertising discourse in the representation of queer cultural identities (deviants of sexuality and gender). The general objective is to analyze how this representation of gender and sexuality occurs, investigating brazilian advertising and what importance it plays in the representation of these queer identities in Brazil today. This approach is justified by the need to understand and debate the cultural processes that permeate the construction of cultural identities, of marginalized groups such as “minorities” of gender and sexuality, to understand what kind of representativeness is given to them by contemporary brazilian advertising. The study consists of an exploratory research, based on data collection and bibliographic survey. Through a discourse analysis, employing some categories and criteria presented by Magalhães (2005), in the representation of deviant bodies / subjects, one can perceive the representative quality of the advertising language of these identities, even if in a segmented way, proving that there is still space for these media representations.