"Publicidade sem machismo: a representação do corpo feminino em publicidades na cidade de Natal/RN após um ano da Lei 7.335/2022

Abstract

The present work aims to analyze and explore the image representation of the female gender in the Natal scene, based on advertisements published on the city's billboards, after one year of Law 7.335/2022 being in force, which provides for the prohibition of all broadcasting of advertising or propaganda of a sexist nature, which objectifies and exploits women's bodies on billboards, posters and signs in the Municipality of Natal; To this end, the Research by Patrícia Nunes (2021) was used as a theoretical-methodological basis, which motivated the creation of law 7.335/2022 by councilor Brisa Bracchi (PT) in the city of Natal. Our results indicate that advertising in Natal on billboards constructs a stereotypical pattern of how women and the female body should be represented, and this pattern, in turn, bears little resemblance to the real characteristics of women from Natal.