Travessias (Dec 2011)
O QUE É QUE A MULATA TEM? HISTÓRIA E CULTURA NO DISCURSO PUBLICITÁRIO
Abstract
From an advertising piece launched in 2006 byCerveja Mulata(Mulatto Woman Beer), this essay has the purpose of discussing the mulatto women image built in the Brazilian context. Based on an analysis that takes into consideration the historical facts which sustain, as well as the cultural facts also reflected by the advertising discourse, our objective is to understand how the discourses on mulattoism, women and food are placed and how they jointly work on the construction of a national identity. Thus, our proposal is to engage a discourse analysis that do not lose sight of the culture at the expense of history, but the one which promotes the dialogue of both instances, regarding our formation specificities as a constructive factor of the production of meanings.
