A atual representação da mulher em comercias de cerveja: relações socioculturais e mercadológicas

This article was based on a theoretical and empirical research, in order to make it possible to reach its goal: to analyze women’s representation in current beer advertising. Basing on the premise that advertising reflects existing social values, a reflection on the role of Brazilian woman in society was proposed. The study was based on theoretical concepts presented by Pierre Bourdieu and other authors who deal with issues of domination, power, division of roles and social relations between men and women. It has been applied Content Analysis as a method in the corpus, composed by 35 Brazilian ads directed to beer brands. For the analyses, it has been codified categories which represented the different ways of portraying the woman in the advertising videos, as it is suggested by Bardin (1995) when the author explains the content analysis through categories. We can conclude that beer is still part of the male universe and that advertising reinforces the distinction of roles and male domination. However, through the representations, it has been noted that female audience has obtained more space within the advertising for this specific field, although modestly, because they have presented themselves as consumers. Keywords: Culture and Society, gender representation, beer advertising, Content Analysis.