Nubank na TV aberta: um olhar sobre representatividade sob a ótica da roleta interseccional

Abstract

With the world in constant change in a context of media transformation where the image of the self reflects on the image of the other, and guidelines such as diversity and representativeness become so important for companies, the need arises to discuss who are the personas that make up these pieces and how they actually represent the consumer. And it is in Nubank's first open TV advertisement that our analysis is focused, in order to understand how issues related to intersectionality are portrayed in the play's script and how such content is projected on the corporation's brand equity. To this end, this work methodologically employs netnography when using the advertising film, posted on the YouTube channel, as well as Fernanda Carrera (2021) through the adoption of the intersectional roulette methodology as a process of analysis of the advertising film, also introducing authors such as Kottler, and Patricia Hill Collins. Conclusively It is identified how advertising can use a diverse and true representation, moving away from oppressive stereotypes to communicate and add value to your brand.