O reino do casal heterossexual na publicidade: uma análise sociosemiótica das estratégias visuais e inscrições discursivas

Abstract

Our paper aims to identify the visual strategies by which heterosexual discourses are (re)produced in ads published in women’s magazines, in ways which may be transformative as well as reproductive of the western hetero-gendered hegemonic order. The visual workings are approached from a social semiotic point of view, and analysed according Kress and van Leeuwen’s system of analysis (1996).

Keywords

• visual strategies
• heterosexist discourses
• ads
• women’s magazines
• social semiotics