Abstract

SILVA JUNIOR, Alcidesio Oliveira da  and  FELIX, Jeane. Publicity as cultural pedagogy: gender representations in the Jean-Paul Gaultier campaigns. Rev. Reflex [online]. 2020, vol.28, n.2, pp.44-57.  Epub July 10, 2025. ISSN 1982-9949.  https://doi.org/10.17058/rea.v28i2.14051.

Understanding that educational processes have extended beyond a reflection merely focused on formalized spaces of education, this article sheds light on advertising, conceiving it as a cultural artifact that constitutes identities.Through a bias based on the interface between Cultural Studies and Gender Studies, we try to identify, in the light of cultural analysis, the gender representations found in 04 images of the campaigns of the fragrances Le Male and Classique by Jean-Paul Gaultier, pointing out that These, based on an idea of virile and potent masculinity, as well as a sweet and sensual femininity, carry stereotyped gender identities that educate the subjects through the idea of a naturalization of certain behaviors attributed, dichotomically, to men and women.

Keywords : Cultural pedagogy; Cultural Studies; Publicity; Gender.

        · abstract in Portuguese | Spanish     · text in Portuguese     · Portuguese ( pdf )