The presence of black women in advertising published in Claudia magazine: 2002, 2012 and 2022.
Name: ANA GABRIELA OLIVEIRA LIMA
Publication date: 19/10/2023
Examining board:
Name |
Role |
|---|---|
| FLAVIA MAYER DOS SANTOS SOUZA | Advisor |
Summary: The expansion of the racial discussion is presented in Brazilian society, in the academy, as in
the intersectional debate, and in some advertising strategies, such as the anti-racist one. That
said, it is interesting to understand how the intensification of this discussion impacts the
presence of historically marginalized groups in traditional media. This study aims to present a
quantitative and qualitative analysis of the presence of black women in advertising published
in printed women's magazines in recent decades, in order to understand who they are and how
they are building. For that, we used discursive semiotics and plastic semiotics to read
advertisements published in “Claudia” magazine in the years 2002, 2012 and 2022. As a result,
in 2022 there was a significant quantitative increase in the presence of these women (they
appeared in 6.72% of the sample in 2002, 5.11% in 2012 and 43.33% in 2022) and a lower
recurrence of ‘white-passable’ black models than in previous years. The 2022 magazine,
however, has different characteristics from previous years, with a significant reduction in the
number of advertisements, which could compromise the quantitative comparison (The
magazine went from an average of 121 advertisements per edition in 2002 to 85 in 2012 and
six in 2022). The qualitative analysis of three advertisements from each selected year, however,
pointed to the persistence of some stereotypes, such as the black athlete and the black woman
as different, the “other” from white people, seen as universal.
