CONSUMER EDUCATION AND DIVERSITY: GENDER REPRESENTATION IN ADVERTISEMENTS

Authors

  • Pascoalina Bailon de Oliveira Saleh Universidade Estadual de Ponta Grossa
  • Abdala Mohamed Saleh Universidade Estadual de Ponta Grossa
  • Aparecida de Jesus Ferreira Universidade Estadual de Ponta Grossa

Keywords:

Gender identity. Consumer education. Advertisements

Abstract

This article is the result of reflections on gender identity held in extension and research activities under the project Education for Responsible Consumption and the Program Etnico and Race Relations Gender and Sexuality Center, both focused on teacher training. Thus, it places the focus of the project and program within the cross-cutting themes (PCNs) and argues that they are closely interrelated. To sustain this position, qualitatively analyzes two car ads in order to enhance the ethical dimension of the advertising in relation to gender representations. As conclusion, we emphasize that the development of a critical stance in relation to identity configurations allows the student to take into account, in purchasing decisions, the ethical values associated with the announced company and product.

Author Biographies

Pascoalina Bailon de Oliveira Saleh, Universidade Estadual de Ponta Grossa

Doutora em Linguística, Professora Associada do Departamento de Letras Vernáculas da Universidade Estadual de Ponta Grossa.

Abdala Mohamed Saleh, Universidade Estadual de Ponta Grossa

Doutor em Física, Professor Adjunto do Departamento de Matemática e Estatística da Universidade Estadual de Ponta Grossa.

Aparecida de Jesus Ferreira, Universidade Estadual de Ponta Grossa

PHD Educação de Professores, Professora Adjunta do Departamento de Línguas Estrangeiras Modernas da Universidade Estadual de Ponta Grossa.

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Issue

Vol. 8 No. 2 (2012): Julho-Dezembro de 2012

Section

ARTIGOS

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