Publicada em: 25/08/2020 às 12:53 |
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Uma andorinha não faz verão: Conar, Performatividade Feminina e a Personagem da Cerveja Itaipava
Palavras-chave: This article analyzes the development of the Itaipava's poster girl, Verão (Summer), from the feminine performativity aspect. The analysis is made under the light of the clashes between consumers and advertiser in CONAR, where the presentation of this character was questioned several times between 2014, when it first appears, and 2018. To understand the trajectory of this character, we will analyze the campaign's narrative combined with public statements made by the advertiser, in tension with CONAR's behavior in the face of complaints. Throughout the article it becomes clear that as the character becomes more complex and more versatile, it is ostracized by the advertiser. Key-words: . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Uma andorinha não faz verão: Conar, Performatividade Feminina e a Personagem da Cerveja Itaipava |
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