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Problematizando “Toda forma de amor”: a visibilidade de grupos minoritários na publicidade de O Boticário

2017; UNIVERSIDADE DO VALE DO RIO DOS SINOS; Volume: 21; Issue: 1 Linguagem: Inglês

10.4013/edu.2017.211.12

2177-6210

João Paulo Baliscei, Fernanda Amorim Accorsi, Teresa Kazuko Teruya,

Gender, Sexuality, and Education

Advertisement that invites to consumption has the same function as a cultural pedagogy and reinforces specific values and knowledge, among them, the idea of romantic love and the supposed supremacy of heterosexuality. In this article, we examined the Valentines’s Day Campaign, of 2015, of the brand O Boticario, from the perspective of Cultural Studies, Visual Culture, and Gender Studies and we wonder: what representations does O Boticario emit regarding homosexuality relationships? We verified that the advertisement associates romance and homosexuality, as well as provides a happy ending as something democratic, in which people of different sexualities enjoy their products and are not linked to the idea of deflection or disease. Keywords: cultural studies, cultural pedagogies, homosexuality.