BEAUTIFUL CREATURES: IS CHANGE AFOOT FOR SEXUALISED REPRESENTATIONS OF WOMEN IN BRAZILIAN ADVERTISING?

This paper will explore the representation of women in Brazilian advertising, in particular sexualisation, and consider the influence of shifting cultural and societal norms on advertising content. Using in-depth interviews... [ view full abstract ]

This paper will explore the representation of women in Brazilian advertising, in particular sexualisation, and consider the influence of shifting cultural and societal norms on advertising content. Using in-depth interviews with 20 advertising agency creative professionals, the nature and predominance of the human body, physical attractiveness and sexuality as a feature of advertising and Brazilian culture will be examined. Women’s increasing participation and power in public life will be considered in relation to a possible emergent shift away from the focus on nearly nude bodies, sensual clothing, and overt expressions of sex in Brazilian advertising and culture.