The Weight of Discourse: Plus Size Women Representation in Brazilian Lingerie Adverstising

Abstract

Purpose of the study: identify how plus size women are represented in lingerie advertising campaigns in Brazil, evaluating if such representation contributes with plus size activism, the struggle of overweight women for social inclusion.

Methodology / approach: Critical Discourse Analysis was used to analyze 27 ads from Duloren lingerie brand.

Main results: four speeches were revealed – positivity discourse, Duloren’s product appeal discourse, sexual appeal discourse and plus size affirmation discourse. The plus size woman represented by these discourses is a well-resolved, independent and confident woman, constituting an effort in social change engendered by plus size activism. It also highlights the role of advertising in the debate about a new way of looking at the fat body, free of prejudices, pejorative expressions or labels.

Theoretical / methodological contributions: we hope to contribute with the development of the critical approach in marketing studies, seeking in the knowledge of the critical theories elements that question marketing practices, the way in which the advertising is developed and the impact of this scenario for consumers .

Relevance / originality: the findings seek to fill a gap in research regarding plus size consumers, underexplored in marketing research and, when approached, the organizational perspective is emphasized, context in which they are conceived as a market segment. These efforts aim to meet a more human marketing, that requires the researcher standing with the consumer, not just the brands and the companies in our analysis.