Resumo:
This research aimed to evaluate the changes and stays around the representations and discourses on women and gender relations in audiovisual car advertisements. In addition to feminist theories and gender relations include the categories of race analysis / ethnicity and generation. This critical analysis focused on the advertising car by Brazilian and published on the internet television, with the criteria for the collection of data: the period of 1990-2014, the presence of women in advertisements and be part of the five selected companies. From the articulation of women's studies, cultural studies (media, TV and advertising), the ADC and social representations were observed the various representational forms in motion, concluding that there were no significant changes in ideologically constructed discourse. Although advertisements have sought fit the context, representing women as owners of vehicles or as potential consumers, the discourses that address this public tend to show traditional social roles, as well as spaces and expected behaviors for them, following the model of hegemonic masculinity. Looking in more detail some advertisements, was also possible to assess that with the ambiguous desire to create humor, there is a conservative critique of feminism, as if this movement wanted to reverse the roles distributed between men and women in traditional society.
