Abstract

BALISCEI, João Paulo; ACCORSI, Fernanda Amorim  and  TERUYA, Teresa Kazuko. Questioning “every form of love”: the visibility of minority groups in the advertisement of O Boticário. Educação. UNISINOS [online]. 2017, vol.21, n.1, pp.111-121. ISSN 2177-6210.  https://doi.org/10.4013/edu.2017.211.12.

Advertisement that invites to consumption has the same function as a cultural pedagogy and reinforces specific values and knowledge, among them, the idea of romantic love and the supposed supremacy of heterosexuality. In this article, we examined the Valentines’s Day Campaign, of 2015, of the brand O Boticário, from the perspective of Cultural Studies, Visual Culture, and Gender Studies and we wonder: what representations does O Boticário emit regarding homosexuality relationships? We verified that the advertisement associates romance and homosexuality, as well as provides a happy ending as something democratic, in which people of different sexualities enjoy their products and are not linked to the idea of deflection or disease.

Keywords : Cultural Studies; Cultural Pedagogies; Homosexuality.

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