I am Gil: análise semiótica do que a peça publicitária transcodifica sob a ótica LGBTQIA+

Abstract

As the marketing evolves and the way communications and promotions of products and services changes through time, it is clear and possible to see that companies and their advertisements may reflect their own consumers in themselves. They change as society changes, maybe because they want to get closer to them, either for profit only, or just because it is relatable for the company. In order to do so, they evolve their values and refine the way how they express themselves. With that said, this paper will try to analyze the role played by a black gay man in an Amstel advertisement, relating it to his life story and considering how the transcodification was applied in the movie and in what manner it differs from the way which has been normalized in other beer ads, especially in the beginning of this century. Through this analysis, this research will try to understand the character’s perspective and what it represents, as well as it intends to give the reader a better understanding about the beer purchaser nowadays.