THE GENDER AND STEREOTYPE'S DESCONSTRUCTION IN AVON PARA TODES CAMPAIGN

Abstract

Advertising has played a fundamental role in the social context. With she and because of her, issues relevant to everyday social issues gain an agenda. While advertising points to changes, this form of communication it also reproduces social relations that are no longer consistent with the contemporary social demands. In this sense, the study seeks to research on the "Deconstruction of gender stereotypes in the Avon para Todes campaign”. Based on bibliographical and qualitative research, it aims to understand: identity issues; gender definition; what are stereotypes and what they carry in front of gender identity; neutral language; diversity in beauty campaigns, with a focus on the “Avon para Todes” campaign. For theoretically base this research, it brings the ideas of Hall (2003) to deal with identity and of Butler (2008) with regard to gender identity. Regarding the topic stereotype, the authors with baseline studies for this research were Homi Bhabha (2007) and Correa and Mendes (2015). As main results achieved, it points out that the perception that the Avon brand sought to break with certain market patterns that, in a emancipatory perspective, deals with overcoming the discourse that reproduces stereotypes in search for advertising committed to social demands.