ADVERTISING LOVE'S BABY SOFT: “WHY INNOCENCE IS SEXIER THAN YOU THINK”

• DOI: 10.22533/at.ed.2162132219079

• Palavras-chave: Advertising; Child sexualization; Accessibility.

• Keywords: Advertising; Child sexualization; Accessibility.

• Abstract:

  Since the dawn of humanity, advertising has played an essential role in the dissemination of products and services. However, throughout history, some advertisements have presented inadequacies with regard to the chosen approaches, such as the one broadcast by Love's Baby Soft in 1974, which presented a child and explored the innocence of the same as an attractive feature. It must also be considered that at the time of its creation, feminist movements were at their peak in the United States, where this publicity arose. In this sense, American men were willing to put women in their “proper place”, that is, in cribs, in an infantilized and sexualized way at the same time, which is possible to perceive through this advertising. Thus, this study aims to analyze the aforementioned ad, present a reinterpretation of it, as well as make the content accessible, so that more human beings can be reached by this message. Thus, it is justified by the aim of contributing to the improvement of the creation of advertisements by the agencies, so that they do not disrespect the Federal Constitution or Human Rights, being also accessible to all people who want to have contact with this material.

   

• Número de páginas: 11