A representação do feminismo contemporâneo na comunicação de marcas de moda em suas redes sociais

Abstract

In this paper, aspects of feminism and the concept of gender will be addressed, seeking to relate to advertising and especially the campaigns of fashion brands that use Femvertising as a tool for their communications. The main objective is to understand how feminist women perceive the female representations existing in the communication of fashion brands that stand in favor of women’s rights. For this purpose, four advertising pieces from different fashion brands aimed at the female audience were selected: Puma, Lela Brandão.Co, Renner e Melissa and then two focus groups were organized as a technique for collecting and analyzing data for qualitative research in order to present the campaigns of the mention brands to the participants. Each group was formed with the presence of seven women who consider themselves feminists. Their opinions and conclusions, reason for the existence of this research, will be presented and analyzed throughout this work.