Gênero e emoções na publicidade da imprensa feminina

Abstract

Based on the analysis of the advertising of cosmetic products present in the 1920s copies of A Cigarra magazine and 2016s copies Marie Claire magazine, I will try to demonstrate the permanences and discontinuities in the regulatory discourses regarding the femininity linked by these publications. Thus demonstrating that, despite the innumerable female achievements over the nearly one hundred years that distance them, much of the advertising discourse of the 1920s is presented in a similar way in publications aimed at women today, sometimes reinventing themselves in relation to form, but sticking to a historically implicit content about the hegemonic female role in our society. In addition, I also try to analyze how advertising discourse appropriates a “language of emotions” based on traditional gender roles, in order to get closer to its target audience.