The racism from the Advertising: A look at representativeness in magazine Ads

Abstract

Through the collect of advertisements of the most valuable brands in Brazil, we analyzed the presence of black people in ads published in Veja magazine in the 2018-2020 interval. We discuss the formation of black Brazilian identity, due to racism, observed here in a three-dimensional way, in its structural, practical and ideological dimensions. We reflect on the place of Advertising as a cultural instrument in the affirmation and consolidation of racist structures, based on their representations. The results of the analysis point to an oscillation in the representation of black people from year to year and, when compared to the work of other researchers on the subject in other periods, there is little evolution in the fight against racism.