브라질 광고에 나타난 여성의 기능적 이미지

다국어 초록 (Multilingual Abstract)

This study goes to answer why Brazilian ads are so lascivious and why such images demeaning women are accepted in Brazil. In modem society, there are lots of restriction on using female images for sexual metaphor because of the expansion of woman's right and the social activities enforced by feminism. In this respect, the appearance of female images in Brazilian advertisements looks very unusual. Brazilian ads enjoy high level of sexualism exceeding the limits generally imposed in other major advertising markets.
Observing some published Brazilian ads in this study, I put out the Brazilian particular view of womanhood considering woman as an object of amusement.
The attitude of considering woman as a tool is not totally new.
The traditional images of womanhood such as fertility, fecundity and mother were produced and manipulated from the particular functions of female body considered as tools for the source of manpower supply and for the satisfaction of male's physical pleasure.
This kind of view might have begun generating at least in the transition from the matriarchal to the patriarchal society. This uneradicable male-dominated prejudice of womanhood have been pervasive and rampant still in these modem societies and strengthens brazilians have biased view of womanhood. If I am not much mistaken, in Brazil, woman is merely a dependent variable of man that is only necessary for the man's purpose.
This study tells the Brazilian particular attitude of woman had formed and influenced from its history of formation of the nation and development of the patriarchal society.

국문 초록 (Abstract)

성(性)은광고 에서 가장 즐겨 다뤄지는 소재중의 하나이다. 광고모델중 위험부담률이 적은 모델로 흔히 3B, 즉 아이(baby), 동물(beast)，여자(beauty)를 꼽는것 에서도 볼수있듯이 성，특히 여성은 광고소비자들에게 가장 쉽게 다가갈수 있는 소재 중의 하나이다. 그러나 성이 광고에 흔하게 등장하는 소재라 하더라도 광고에서 허용되는 표현의 정나 대중들이 받아들이는 수용성의 정도는 국가나 민족 그리고 소비집단 에 따라서 서로 다르게 나타 난다.

목차 (Table of Contents)

• 1. 들어가는 말 2
• 2. 기능적 관점의 여성과 전통적 이미지의 확장 4
• 3. 현대사회와 여성의 이미 8
• 4. 브라질 광고와 여성의 기능적 이미지 13
• 5. 브라질 광고에 나타나는 여성의 기능적 이미지의 배경 21
• 6. 나오는 말 31

참고문헌 (Reference)

1 "http://www.kobaco.co.kr/"

2 "http://www.conar.org.br/"

3 Freyre, G, "Uma Paixão Nacional" (113) : 1984

4 Floche, M, "Sémiotique, Marketing et Communcation" Press Universitaire de France 1990

5 Soares, T, "Sexualidade e Publicidade: Estratégias Discursivas e Suas Implicações" (2) : 2008

6 DaMatta, R, "O que faz o Brasil?" Editora Rocci Ltda 1988

7 Mäder, M, "Metamorfoses Figurativas: Imagens Femininas na Publicidade de Cerveja" Universidade Tuiuti do Paraná 2003

8 Freyre, G, "Casa Grande & Senzala" Editora Global 2005

9 Rocha V, "Advertising in Brazil-The Success of Self-Regulation" Veirano Advogados Associados 2003

10 O'Barr, W, "Advertising in Brazil" 9 (9): 2008

11 Napolitano, M, "A Sodomia Feminina na Primeira Visitação do Santo Ofício ao Brasil" São Paulo (3) : 2004

12 Soares, A, "A Publicidade e a Dignidade da Mulher"