2026-02-272026-02-272025-08-21Melo, Iohanne Mayara Severo de. De objeto de desejo à mulher empoderada: uma análise enunciativo-discursiva das representações femininas em anúncios da avon / Iohanne Mayara Severo de Melo. – Dados eletrônicos (1 arquivo : 2 MB). – 2025. Sistema requerido: Adobe Acrobat Reader. Modo de acesso: Internet. Orientação: Prof. Dr. Wellington Barbosa Silva. Trabalho de Conclusão de Curso, (Licenciatura em Letras/Português) – Instituto Federal de Alagoas, Campus Arapiraca, Arapiraca, 2025. 1. Anúncios publicitários. 2. Representações da mulher. 3. Avon. 4. Polifonia. 5. Plurivocidade. I. Título.https://repositorio.ifal.edu.br/handle/123456789/1418Based on contributions from Indisciplinary Applied Linguistics (Moita Lopes, 2009), this work aims to analyze the representations of the female figure exposed in the advertising sphere, specifically those present in advertisements (2012 - 2024) of the beauty products magazine Avon, with the purpose of identifying which views propagated by the media sphere about what it means to be a woman in contemporary society and which influence the concept that the community has in relation to the female identity in the referred historical period.Then, we developed a bibliographical (Paiva, 2019; Gil, 2021) and documentary (Cellard, 2008; Gil, 2021) research, with an interpretivist bias (Bortoni-Ricardo, 2013; Córdova, 2009; Paiva, 2021), with discussions guided by Mikhail M. Bakhtin (2011, 2016, 2022) regarding the conception of language, Dialogism, Discursive Genres, Polyphony and Plurivocity; Valentin N. Volóchinov (2021), regarding the intrinsic relationship between language and ideologies; in addition to Brait (2007), Bezerra (2007), Faraco (2009), Sobral (2009), Rodrigues (2004), among other theorists from the Dialogical Discourse Analysis ADD) line who, in some way, develop the debates and reflections provided by this work. The corpus of this research consists of eight advertisements, available online, which underwent critical and systematic analysis, supported by the reflections of the theorists presented. Due to the conception that it is a multimodal genre, the imagery representations were also investigated using the Grammar of Visual Design, developed by Kress and Van Leeuwen (2006). Broadly speaking, we observed that such representations in the advertising sphere influence the formation of the individual consciousness of discursive subjects and contribute to the naturalization of gender stereotypes based on colonial and patriarchal conceptions of women. They also promote the erasure of stories of women's struggle for space in society, since these representations, despite undergoing significant changes in their composition, still fail to portray multiple female identities.ptAttribution-NonCommercial-NoDerivs 3.0 BrazilAnúncios publicitáriosRepresentações da mulherAvonPolifoniaPlurivocidadeTrabalho de Conclusão de CursoLINGUISTICA, LETRAS E ARTES::LETRAS::LINGUA PORTUGUESA