Humor or sexism? A crytical analysis of the advertising narratives in 'Porta dos Fundos' films

Abstract

This article intends to analyze the narrative structure of three advertising films produced for massive brands by Porta dos Fundos channel, aimed to be broadcasted by YouTube. We present as goal the observation of the advertising production for entertainment and humor as a persuasive element, problematizing the use of sexist arguments within their narratives, which produce meaning and reinforce male chauvinist hegemonic values. To perform the analyses, we have considered the theoretical and methodological proposals by Bordwell and Thompson (2014). From the conclusions, which evidence the sexism disguised by humor as content presented by the narratives that compose the corpus of this research, emerges a questioning about the social function of advertising and negative consequences to the brands involved, which are originated from narratives that reinforce the gender inequality.

Keywords

• Entretenimento
• Publicidade
• Humor
• Sexismo
• Porta dos Fundos