브라질 광고에 나타난 여성의 기능적 이미지

Abstract

This study goes to answer why Brazilian ads are so lascivious and why such images demeaning women are accepted in Brazil. In modern 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 modern 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.