CONAR AND SEXISM IN ADVERTISING
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Abstract
Gender issues permeate the market in several aspects, and the structural machismo and sexism present in society often make use of the female figure in a distorted way in advertisements and advertising actions, further problematizing these issues, making it sometimes necessary to denounce such issues. advertising pieces to the National Advertising Self-Regulation Council (CONAR), the body responsible for advertising self-regulation in Brazil, so that action can be taken. In view of this, this article aims to identify the predominant understanding of CONAR in cases of complaints reporting offenses against the female figure. To this end, documentary research was carried out on CONAR decisions made between 2007 and 2020, made available on the institution's internet portal, analyzed from the perspective of content analysis. The results indicate that the predominant understanding of the body is still to archive the complaints, despite there being an increase in the number of decisions to suspend the broadcast of the reported advertisements. In view of the above, it is concluded that it is necessary to further elucidate gender discussions within the context of marketing, especially in advertising, highlighting the importance of understanding new social conceptions and the need for an increasingly inclusive and no prejudice.
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