Resumo

OLIVEIRA, Robson Cardoso de  e  CANCELA, Cristina Donza. Hierarchy in evidence: a picture of domination hegemonic of the masculities in advertising beer. Rev. NUFEN [online]. 2012, vol.4, n.2, pp. 37-48. ISSN 2175-2591.

This work examines the representations of masculinity in advertising beer, investigating an approach in presenting the man as a potential consumer: ratified by a hegemonic masculinity, and the objectified woman: as pleasure figuration and/or female representation of housewife, marked in the household; setting in a pool of power asymmetry. To this end, we discuss how masculinity role are being built, and resignified meanings in Brazilian advertising of beers. The analysis is based on observations made in open linked ads on TV, and advertising harvested in cyberspace, national and international beers, such as the "Skol", "Nova Schin", "Heineken", among others. As a result, one realizes that the listings of beers currently associate beer drinkers to males and to realize that ads valuing heterosexual man, putting - like the great protagonist of these contexts.

Palavras-chave : masculinities; femininities; beer; advertising; hierarchy.

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