BETWEEN THE "GREAT MOTHER" AND THE "MUSE", THE "CRAZY": CLASH OF GENDER ROLES AND STEREOTYPES IN THE ADVERTISING CAMPAIGN "SNICKERS, YOU'RE NOT YOU WHEN YOU'RE HUNGRY".

EMBATE DE GÊNERO E ESTEREÓTIPOS NA CAMPANHA PUBLICITÁRIA “SNICKERS, VOCÊ NÃO É VOCÊ QUANDO ESTÁ COM FOME”

Abstract

This article brings to mind two of the most expressive stereotypes that accompany the female trajectory through social structure, namely the "great mother" and the "muse". Here, this historical-discursive enterprise will be remembered from the advertising campaign for Snickers chocolate bar, which has the slogan "You are not you when you are hungry". The focus is on two of the video advertising pieces produced specifically to be aired in Brazil, which are based on a perspective of the clash of gender roles. The advertisement "Republic" (2013) features actor Betty Faria and the advertising  “Locker Room”  (2015) features the participation of no lesser actor, Claudia Raia. Based on these two materials chosen as analytical corpus, we seek, in consonance with the assumptions of Norman Fairclough's Critical Discourse Analysis (CDA), to unveil meanings related to the scenario in which the figure of the "mother" and the "muse" are disrupted by the figure of the "crazy" who, apparently safeguarded in the simulacrum of theatrical performance, perpetuates socio-discursive representations associated with patriarchal thinking that identifies women as naturally irritable, unstable and psychologically pathologized. 

KEY WORDS: Critical Discourse Analysis; Female identity; Gender stereotypes.