Women's representation by beer brands: a semiolinguistic analysis of the video Skol Reposter

Abstract

This work aims to discuss the feminine representation disseminated by Skol in its repositioning campaign. Through a discursive analysis anchored in the precepts of Patrick Charaudeau's Semiolinguistic Theory (2008, 2017) and in the gender discussion notably carried out by Scott (1995), we envisage finding the main sociodiscursive imaginaries about women that would be indicative of a repositioning strategy of this brand. As an object of analysis, we chose the Skol Reposter video, launched by the company on social networks on March 8, 2017. Our analyzes showed that the brand's main concern was to project its image and demonstrate the evolution of its position regarding the female figure rather than guarantee a discussion about the woman's place in society.

Keywords

• análise do discurso
• representações sociais
• gênero
• publicidade de cerveja.