GATILHOS MENTAIS: a exploração do público feminino através dos influenciadores digitais no Instagram

Abstract

This paper aims to analyze speeches that digital influencers use on Instagram to persuade the female audience to adhere to products and services offered by the brands they work with. In these speeches, it is possible to identify the recurrence of mental triggers, which are tools and strategies used to make the client react quickly to a stimulus, without thinking clearly about the subject. The objective is to perceive, through studies in Advertising Writing, the similarities between some narratives that strengthen women's insecurities with their bodies, hair, skin and personality, especially when they are marked by implicit chauvinism. This study also shows how women have been a target of society, since the creation and strengthening of standards are interesting for the consumer industry. Knowing such persuasive strategies contributes to the readings not being so superficial.