O discurso científico presente na propaganda publicitária de produtos de beleza sob a ótica da análise crítica do discurso

Abstract

This master’s dissertation aims at addressing the power relations existing in advertisements of beauty products, especially regarding the scientific knowledge, which is often used as an authority argument and absolute truth. Thus, we conducted discussions on a theoretical and practical basis, which show how the discourses are used to attract the attention of the consumer of these products. Furthermore, although this research was not carried out in a classroom, we bring discussions about science teaching as suggestion to use advertisements in the classroom, as these are classified as informal education. Based on this, we conducted a study in the city of Cascavel/PR, in a beauty salon, whose intention was to conduct semi-structured interviews which addressed the relationship of the interviewee with products used for beauty care, thus we could evidence in these statements the use of science as a tool for empowering these products. Through the interviews, we analyzed an advertising piece of a product due to its recurrence in the interviewees' speech and it was possible to identify some elements of science that become attractive when choosing a product, such as those that have information that refers to the presence or not of ingredients, to the extent that, according to them, when referring that the product does not contain salt (sodium chloride) is an ally to the non-dryness of the capillary wires. The analysis found that, many of the interviewees, despite having already purchased products, because they have seen in an advertisement, they buy their products based on the indication of third parties. In addition, when analyzing the advertising piece, we observe that there is a misunderstanding of speech, since both in the packaging of the product, and in its advertising piece, there is information that the product has ceramide, but we did not find this ingredient written in the field intended for this information on the product label.