O fetichismo na publicidade: análise semiótica da campanha Demoníaca da lingerie da marca Duloren

Abstract

This work has analyzed the an image of women created in seven lingerie advertisements by Duloren in order to appreciate the means of seduction employed. It keeps in mind the syncretic hybrid construction mechanisms and their meaning effects regarding Brazilian women s sexual culture formation in the contemporary context. The research s corpus consistis in Duloren websites and lingerie advertisements by the same company, published on the women s magazine Nova from the campaigns named Demoníaca and Madame D in 2007. The biblical and Christian concept of devil served as ground to the study of demonology; Freud s theory was employed to understand fetishism and the sexual desire expressed through our unconscious and conscious. Greimas French semiotics developed by A. J. Greimas provided methodological support to the thesis engendering. In order to chose the advertisements and websites which compose the corpus, it was taken into account the necessity to deepen the studies of the image of women created by the Duloren lingerie brand advertisements . The main thesis on which this work is grounded is that the image of women created by Duloren lingerie advertisements in 2007 has not pleased the reader/consumer. The Demoníaca campaign was rejected by consumers, for it exposes their most intimate and perverse fetishes of dominating males, connected to images of the devil and made explicit on magazines and websites. Despite recognizing that this desire (and image) exists and is real in conscious and unconscious, they don t like to see them exposed to and in society. Madame D campaign replaces Demoníaca campaign and is accepted by readers/consumers, for this campaign seems to be different, but it actually veils and covers diabolic and fetishist values of women from the former campaign, the new image created by Madame D campaign preserves the same values of the evil and fetishist woman, but less explicitly linked to values from the devil