Participation and Social Representation of Afro-Descendant Individuals Portrayed on Brazilian Magazines Advertisements: 1968 – 2006

Abstract

The main purpose of the present study concerns the investigation of how afro-descendants individuals have been portrayed by Brazilian magazine advertisements along the timeframe ranging from 1968 up to 2006. The aim is to identify any progress, setback or stabilization on the way these individuals have been represented along the years on what regards their social roles. On what concerns the chosen methodology it consists of Content Analysis of advertisements published in 144 magazines of three categories (general interest, feminine and business) alongside a Qualitative Analysis of two selected automobile related advertisements displaying at least one afro-descendant individual on it.