<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2177-6210</journal-id>
<journal-title><![CDATA[Educação UNISINOS]]></journal-title>
<abbrev-journal-title><![CDATA[Educação. Unisinos]]></abbrev-journal-title>
<issn>2177-6210</issn>
<publisher>
<publisher-name><![CDATA[Universidade do Vale do Rio dos Sinos]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2177-62102017000100111</article-id>
<article-id pub-id-type="doi">10.4013/edu.2017.211.12</article-id>
<title-group>
<article-title xml:lang="pt"><![CDATA[Problematizando &#8220;toda forma de amor&#8221;: a visibilidade de grupos minoritários na publicidade de O Boticário]]></article-title>
<article-title xml:lang="en"><![CDATA[Questioning &#8220;every form of love&#8221;: the visibility of minority groups in the advertisement of O Boticário]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Baliscei]]></surname>
<given-names><![CDATA[João Paulo]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Accorsi]]></surname>
<given-names><![CDATA[Fernanda Amorim]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Teruya]]></surname>
<given-names><![CDATA[Teresa Kazuko]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidade Estadual de Maringá  ]]></institution>
<addr-line><![CDATA[Maringá PR]]></addr-line>
<country>Brazil</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidade Estadual de Maringá  ]]></institution>
<addr-line><![CDATA[Maringá PR]]></addr-line>
<country>Brazil</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidade Estadual de Maringá  ]]></institution>
<addr-line><![CDATA[Maringá PR]]></addr-line>
<country>Brazil</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>04</month>
<year>2017</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>04</month>
<year>2017</year>
</pub-date>
<volume>21</volume>
<numero>1</numero>
<fpage>111</fpage>
<lpage>121</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://educa.fcc.org.br/scielo.php?script=sci_arttext&amp;pid=S2177-62102017000100111&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://educa.fcc.org.br/scielo.php?script=sci_abstract&amp;pid=S2177-62102017000100111&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://educa.fcc.org.br/scielo.php?script=sci_pdf&amp;pid=S2177-62102017000100111&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo: A publicidade que convida ao consumo &#233; a mesma que funciona como pedagogia cultural e refor&#231;a valores e saberes espec&#237;ficos, dentre eles, a ideia de amor rom&#226;ntico e a suposta supremacia da heterossexualidade. Neste artigo, examinamos a campanha do Dia dos/as Namorados/as, de 2015 da marca O Botic&#225;rio sob a &#243;tica dos Estudos Culturais, da Cultura Visual e dos Estudos de G&#234;nero e nos perguntamos: quais as representa&#231;&#245;es que O Botic&#225;rio emite acerca de relacionamentos homossexuais? Verificamos que a publicidade associa romance e homossexualidade, bem como propicia o final feliz como algo democr&#225;tico, em que pessoas de diferentes sexualidades desfrutam de seus produtos e n&#227;o s&#227;o vinculadas &#224; ideia de desvio ou doen&#231;a.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract: 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&#8217;s Day Campaign, of 2015, of the brand O Botic&#225;rio, from the perspective of Cultural Studies, Visual Culture, and Gender Studies and we wonder: what representations does O Botic&#225;rio 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.]]></p></abstract>
<kwd-group>
<kwd lng="pt"><![CDATA[Estudos Culturais]]></kwd>
<kwd lng="pt"><![CDATA[Pedagogias Culturais]]></kwd>
<kwd lng="pt"><![CDATA[Homossexualidade]]></kwd>
<kwd lng="en"><![CDATA[Cultural Studies]]></kwd>
<kwd lng="en"><![CDATA[Cultural Pedagogies]]></kwd>
<kwd lng="en"><![CDATA[Homosexuality]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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</article>
