In the month of March (more precisely on the 8th), we have a day dedicated especially to reflect on the inequality of gender in society: the International Women's Day. This is an excellent opportunity, but by no means should be the only one, to discuss the question and to think about the role women occupy in Brazilian companies.
In respect to the image that is usually attributed to women in advertising campaigns that bombard us every day with their dubious values, the situation could not be any worse. Many companies announce their products directly linked to images of naked female bodies, or very specific parts of such bodies. In Brazil, everything is sold by exploiting the most varied stereotypes of the feminine, pejoratively associating the figure of women to fragility and imbecility, something purely sexual.
These various types of prejudice that transform women into a piece of merchandise or a sort of object to be sold along with the product announced, reach their limit in advertising for drinks. And here the beer ads are especially discriminatory. Advertising for the leading brands of beer sold in Brazil, for example, compares women with bottles, submitting their desires and actions to the control of the man who is drinking the beer or else transforming women into a sort of prize to be awarded to whoever chooses a certain brand.
See full Article, in pdf format.
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