A construção da identidade feminina na propaganda Princess Machine

Abstract

This article aims to analyze how the construction of female identity occurs in children's advertising "Toys for future engineers", from the american brand GoldieBlox, which caused controversy and instantly became popular on the Internet with more than 6 million views on YouTube in just one week. The research was developed based on methodological guidelines of bakhtinian studies, complemented by a centric reading approach of evidentiary paradigm, which is the formulation of hypotheses and a indiciary paradigm. The approach is based on observing signs, signals or cues present in the text, as in this case, verbal and nonverbal signs. The analysis of the toy advertisement for girls concludes that the discourse is an element able to change the identity and break the hegemonic and stereotypical view of women formed from hegemonic discourses present in society. The video makes clear that identity is not fixed, it can be changed as the construction of meaning that the listener/viewer make from advertising because it presents a counterhegemonic discourse, that is, an attempt to alleviate and break the hegemonic discourse, which prevails more often and supports the idea that girls should play with dolls or use toys considered as incentive to domestic work.