Análise semiolinguística da representação da maternidade em uma peça publicitária

Abstract

In this article, we take as an object of analysis the advertising discourse, focusing on the imagery around the maternity tied to the representation of women in media. Over the years, if we consider the social aspects (politics, religion, culture), the role of women in our society was in the background, being understood as submissive to her husband, born of a man, responsible for domestic tasks, "object" of desire, the one who takes care of the children etc. Finding advertisements that use the image of the woman is very common, especially when it comes to the roles assigned to women within the family. Thus, the main objective of this article is to show how the rupture of the paradigms in family context in the family constitution against the hegemony of the socially produced stereotypes in the social construction of motherhood occurred, as well as to understand the roles that have been attributed to women in the media. Thus, to this end, we use as corpus of analysis an advertisement that circulated in the visual media on the eve of Mother's Day in the first half of 2014.