ANTI-RACIST ADVERTISING: A POSSIBLE PATH TO GENDER AND RACE REPRESENTATION THROUGH THE SALON LINE BRAND

Abstract

This article aims to contribute to the amplification of discussions about anti-racist advertising, the object defined for the study was the advertising film “Celebrating curly and curly queens from Salon Line”. Based on the cultural analysis proposed by Williams (1979 and 2003), the methodology was based on the concept of structure of feeling, one of the vertices of Cultural Theory, thus, we will analyze how the elements that make up the structure of feeling, dominant, residual and emerging, contributed to the representation of black women in audiovisual material. We infer that, in the production, the protagonism of black women is presented based on the three pillars of the campaign: representation, ancestry and power, giving new meanings and values. The representation system, presented by the brand, facilitates the construction of a new imaginary with regard to the rescue of black historicity and representation, that is, in this conception the emerging aspect of the structure of feeling acts, by problematizing the residual and dominant practices of lived culture.