O racismo revelado pela ausência: representatividade negra em anúncios de revista

Abstract

The paper discusses racism in Brazilian advertising by investigating the representativity of black people in advertisements published in Veja magazine in 2019. Using theoretical discussions about race and consumption, we retrieve other research that analyzed the representation of black people in the country's advertising, verifying the insertion of them - from intersectional interpretations - of positions of protagonists, supporting and extras of black bodies in the ads. The results indicate very low rates of representation of the black person in advertising, about 1/3, a number significantly lower than the 53.9% of blacks in Brazil, which proves the strategies of invisibility of the black people in the national media, through the absence. At the end, we compared the results with researches of a similar nature, in previous periods, which evaluate the evolution in numbers of representativity, considering the place of research in communication in the fight against racism.