Publicidade eletrônica e padrão de consumo feminino: reafirmação de estereótipos e (hiper) vulnerabilização da mulher?

Abstract

This project aims to address the abusive practices perpetrated in advertisements disseminated by digital influencers on the Instagram platform. In this sense, the research, which is related to the areas of consumer relations law, sociology and marketing, seeks to examine, through the case study of advertisements, propagated by digital influencers, in partnership with brands that supply the products Gummy Hair and Desinchá, how these ads contribute to the formation of the female consumption pattern, consequently, to the reinforcement of social stereotypes and to the accentuation of the vulnerability of the female consumer. The monograph was divided into 4 (four) chapters, in order to better break down each point to be addressed. In the first chapter, a brief historical analysis is made about the treatment given to women during the evolution of civilizations up to the consumer society, checking the contemporary panorama. In addition, a case study is carried out about advertisements on Instagram. The second chapter is about the field research on the influence of digital advertising in the formation of the female consumption pattern. The third chapter examines digital marketing strategies and the role of digital influencers in the reaffirmation of social stereotypes. And, in the fourth chapter, we discuss the necessary protection of the consumer citizen against the practices adopted in the market and her hypervulnerability by the performance of digital influencers. Regarding methodology, the inductive method is used, under the legal-theoretical aspect; in the philosophical aspect, dialectical reasoning is used, while the historical and monographic methods are worked from the sociological perspective. Regarding the legal method, the research follows the empirical model, through the legal-sociological and legal-interpretative aspects. As for the form of approach, this is a qualitative/quantitative research of an applied nature. In relation to the projected objectives, the research is exploratory and descriptive. Finally, regarding the procedures adopted, we have bibliographic research, field research, and case studies. It was concluded that the joint action of public and private entities for the awareness of the population is the way to avoid the use of abusive strategies and eliminate the presence of stereotypes in messages and advertisements, since these stem from social, political, economic and cultural differences associated with women.