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Revista do NUFEN

versão On-line ISSN 2175-2591


OLIVEIRA, Robson Cardoso de. Time interval on TV: markers of gender and sexuality in advertising produced in Belém/PA . Rev. NUFEN [online]. 2014, vol.6, n.2, pp. 28-5033. ISSN 2175-2591.

In this research the goal is to discuss the reception around markers of Gender and Sexuality. On occasion, I accompanied ten consumers of advertising produced in the city of Belém (PA), considering how they worked speeches from the theme of how they are represented, in ads, markers of Gender and Sexuality. For this research, I conducted a cutout around advertisements displayed in TV, which assist with as consumers during the eleven months of field research. These conversations, they portrayed that advertisements produced in Belém exhibit a hierarchy of gender, updated representations of masculinities endowed with strength, virility, domination and docile femininity, associated with the household and the configurations of pleasure. From these readings, I realized that they were built, by consumers, representations such as roles as "wife housewife", "woman-object" and the "manly man". Then, these social markers were read in advertising always taking into account prevailing characteristics shown in commercial as well as those that were absent.

Palavras-chave : gender; sexuality; advertising.

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