A REPRESENTATIVIDADE LGBTQIAP+ NA PUBLICIDADE: uma análise dos anúncios publicitários no Instagram da marca Natura

Abstract

This article seeks to reflect on the value of LGBTQIAP+ representation in Natura brand advertisements, since advertising has become a fundamental point in the national struggles for LGBTQIAP+ rights. To carry out such an analysis, it will be necessary to draw a brief overview of the history of advertising in Brazil, presenting its evolution over time and how they are able to influence the construction of the perception of a society, whether positively or not. negative.

In particular, we focus on Brazilian social diversity and analyze recent initiatives and decisions by companies in favor of victims of a prejudice rooted in Brazilian culture and social values, with a view to defending the rights of all, regardless of sex and sexual orientation. We intend to analyze the advertising writing of some pieces of the “Natura” brand, to show how it encompasses diversity and respect for minorities, through the participation of homosexuals in their campaigns.