ETDs @PUC-Rio
| Título: | FEMALE AGING DILEMMAS: AVOIDANCE AND CELEBRATION IN CLAUDIA MAGAZINE ADS | ||||||||||||
| Autor: |
LUISA CRISTINA ARAUJO DE SALLES CUNHA |
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| Colaborador(es): |
EVERARDO PEREIRA GUIMARAES ROCHA - Orientador WILLIAM DE ALMEIDA CORBO - Coorientador |
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| Catalogação: | 14/SET/2020 | Língua(s): | PORTUGUESE - BRAZIL |
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| Tipo: | TEXT | Subtipo: | THESIS | ||||||||||
| Notas: |
[pt] Todos os dados constantes dos documentos são de inteira responsabilidade de seus autores. Os dados utilizados nas descrições dos documentos estão em conformidade com os sistemas da administração da PUC-Rio. [en] All data contained in the documents are the sole responsibility of the authors. The data used in the descriptions of the documents are in conformity with the systems of the administration of PUC-Rio. |
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| Referência(s): |
[pt] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/ETDs/consultas/conteudo.php?strSecao=resultado&nrSeq=49395&idi=1 [en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/ETDs/consultas/conteudo.php?strSecao=resultado&nrSeq=49395&idi=2 |
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| DOI: | https://doi.org/10.17771/PUCRio.acad.49395 | ||||||||||||
| Resumo: | |||||||||||||
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This research aims to analyze the representations of female aging in advertising. The corpus selected is a collection of ads published in Claudia magazine from June 2014 to May 2019. This study is closely linked to the social sciences tradition that investigates the symbolic dimension of consumption and advertising, considering their roles in the economic structure of capitalism and in the processes of identity construction and social relationships building. The data collected suggests there are two important representations, here called avoided aging and celebrated aging. The first one highlights negative aspects of aging and presents the advertised products as solutions to prevent or delay the age signs. The second one presents aging as something to be experienced and celebrated in connection with the world of goods. On the ground of ideas and concepts from Anthropology and Communication, we examined images and discourses about female aging in the advertising narrative, which provided significant information about the way the brazilian society experiences this phenomenon.
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