Corpo e consumo: o masculino em anúncios da revista Veja no período de 2008 a 2018

Abstract

This research focuses the use of the male body in the ads published in Veja magazine. Man, who for a long time was the recipient of the message, nowadays stands out in the mass media and becomes, through his own body, the message. And what body is this? Speech? Language? Support? Symptom of culture, narrative? This study tried to understand all these questions. In order to have an accurate look at the use of the male body in advertising to draw attention, the discussion reflects about contemporary society and the impacts of images and patterns on the current subject. In order to surface all these questions, a time-bound research object was needed. We analyzed 66 issues of Veja magazine during 11 years, 6 magazines a year. The applied methodology was content analysis according to BARDIN (1977), which conducted the ads selection, categorization, and analysis. To understand the current society and the postmodern subject’s body, some authors were fundamental in this investigation, such as LIPOVESTKY (1983, 2004, 2007), CANEVACCI (2008), BAUDRILLARD (1995, 2005) LE BRETON (2003, 2006), and ORTEGA (2003, 2006), among others that supported the investigation providing a theoretical basis for the discussions.