A (in)visibilidade do negro e da negra na publicidade

Abstract

This work has as main objective to analyze the advertising on their racial representations, making a specific focus on the black. The theme points to the issue of representation in the world of black propaganda and intent of advertising using European aesthetic standards of beauty that does not include non-black individuals. When, how and where blacks appear in advertising is the focus of this article, we will discuss issues related to stereotypes constructed and maintained by the media and socially reproduced. The hypothesis we seek to prove is that this mischaracterization of black advertising is the result of a (re)production aware of the great mass communication and vastly enhanced by it. In developing this work will point data on the situation of blacks in advertising. To better contextualize demonstrated in a brief passage of the slave past in Brazil, later we’ll introduce concepts about race, racism and racist ideologies, eugenics thoughts and analysis on the European aesthetic standards of beauty imposed by propaganda. The work consists of a thorough examination of the black in the advertising world, based on texts, interviews advertising and data presented by authors who address the theme black and media.