Islany Martins de Araújo, Vanessa2023-07-112023-07-112023-07-03ARAÚJO, Vanessa Islany Martins de. Representação da mulher em campanhas da marca Natura: uma proposta de análise do discurso. 2023. 53 f. Trabalho de Conclusão de Curso (Graduação em Comunicação Social - Publicidade e Propaganda) - Departamento de Comunicação Social, Universidade Federal do Rio Grande do Norte, Natal, 2023.https://repositorio.ufrn.br/handle/123456789/53236Natura & Co is a Brazilian cosmetics brand founded in 1969 and is currently the 4th largest beauty group in the world. Known for its discourse on diversity and sustainability, the brand generated over 7 billion in revenue in 2020. Understanding the importance and relevance of how Natura communicates, this work aims to discuss how the brand represents the image of women in its advertising discourse. To do so, we will analyze three videos from three different campaigns, from the years 2021, 2022, and 2023, respectively. Anchored in authors such as Barthes (1990, 1996, 1999), Wolf (2018), and Kellner (2001), we intend to understand how the brand has absorbed the transformations in the way women are represented in its campaigns and which stereotypes are still perpetuated.Natura; discurso; publicidade; corpos; mulheresNatura; discourse; advertising; bodies; womenbachelorThesis