Negro na publicidade brasileira: entre a invisibilidade premiada e o protagonismo branqueador

Abstract

This work questions the modes of representation of black people in advertising. The issue to be addressed in this paper is: How Blacks have been represented in television commercials? The preparation of this work has as its contribution to the advertising market reflection about the space that the black population has occupied the media. The theoretical framework that guides the work utilizes authors from various fields of knowledge as, History, Anthropology, Economics, Culture and Advertising. Are part of the ten VT's analysis corpus Makeup Professionals awards the year and four VT's with black propagated boys. With the research, it found that the presence of black in the audiovisual advertising space occurs in two ways, the first being it "invisible", appearing very few seconds on the screen; while the second, the appearance of the analyzed figures gave only by the celebrity status they carry, and not for being black characterizing the model of "Protagonism Brightener".