Metonymic processes in the FemVertising movement under a critical and multimodal approach

Abstract

Considering the change in stance in the advertising field in the face of new social demands, this paper seeks to examine, in the materiality of language and imagery, how the linguistic and visual choices of three pieces of advertising of beauty products run by brands quem dissse berenice?, Avon and Dove allow us to identify the ideologies underlying advertising and its relationship with the marketing interests of brands. We consider that these advertising pieces make up the FemVertising movement and, to analyze them, we made use of contributions from Systemic-Functional Grammar, Visual Design Grammar and Multimodality, in addition to the theoretical principles of Critical Discourse Analysis. After analysing the texts, it was observed that brands modulate the multimodal texts of their advertising pieces in order to convince the target audience that their position is engaged in and committed to current social demands related to the representation of women. This paper seeks to present a reflection on the stance of advertising in the face of the resurgence of feminist protest movements. We also aim to shed light on the study of persuasive strategies in contemporary advertising, highlighting its ways of guiding and reinforcing certain points of view in accordance with its marketing objectives

Full-text of the article is available for this locale: Português (Brasil).