LGBTQIA+ representations in advertising studies: a look at the Brazilian scientific production of Intercom, Compós and Pró-Pesq PP from 2000 to 2020

Leite, Francisco

doi:10.1590/1809-58442022102en

Francisco Leite E-mail: leitefco@gmail.com.

(Universidade de São Paulo, Escola de Comunicações e Artes. São Paulo – SP, Brazil).

About the author Francisco Leite PhD in Communication Sciences from ECA-USP, with a PDSE/CAPES PhD internship at the University of Trento and the University of Bologna (Italy). Post-doctorate in Communication and Consumption at USP, with a Fapesp grant (2019-2021). Associate researcher and vice-Head of ArC2, Anti-Racist Studies in Communication and Consumption Research Group, ECA-USP/CNPq. Author behind “Publicidade contraintuitiva: inovação no uso de estereótipos na comunicação” (2014), co-organizer and author behind “Publicidade Antirracista: reflexões, caminhos e desafios” (2019), finalist work for the Jabuti 2020 award.

https://orcid.org/0000-0003-0710-3339

About the author

Francisco Leite

PhD in Communication Sciences from ECA-USP, with a PDSE/CAPES PhD internship at the University of Trento and the University of Bologna (Italy). Post-doctorate in Communication and Consumption at USP, with a Fapesp grant (2019-2021). Associate researcher and vice-Head of ArC2, Anti-Racist Studies in Communication and Consumption Research Group, ECA-USP/CNPq. Author behind “Publicidade contraintuitiva: inovação no uso de estereótipos na comunicação” (2014), co-organizer and author behind “Publicidade Antirracista: reflexões, caminhos e desafios” (2019), finalist work for the Jabuti 2020 award.

E-mail: leitefco@gmail.com.

Conflict of interest

The author declares no conflict of interest.

Editor: Maria Ataide Malcher

Editorial assistant: Weverton Raiol

	Title	Authorship	Year	Event	Institutional bond
1	The homosexual theme in advertising: representation and stereotypes	Baggio, Adriana	2009	Intercom	Facinter
2	Advertising Endorsement and Celebrity Exhibitions of their Homoaffective Intimacies	Loyola, Viviane; Campos, Daniel	2013	Intercom	FUMEC
3	Advertising surrenders to sexual diversity: a reception study on the ‘Casais’ campaign of the perfume Egeo by O Boticário	Oliveira, José	2015	Intercom	University Center Methodist I. Hendrix; FEAD-MG
4	The subtle temptations: analysis of the advertising video O Dia dos Namorados by the brand O Boticário	Reino, Luciana; Carvalho, Cristiane	2015	Intercom	PUCRS
5	The Representation of Minorities in Brazilian Advertisements for the 2014 World Cup	Soares, Sérgio; Alves, Luiz; Loyola, Viviane; Borges, Admir	2016	Intercom	FUMEC
6	Advertising and diversity: paradigm shifts in the context of inclusion of diversity in the Brazilian advertising message	Silva, Renato	2016	Intercom	FIRB-SP
7	Is Brazilian advertising coming out of the closet? Critical analysis of Valentine’s Day commercials	Mozdzenski, Leonardo; Silvia, Keliny	2016	Intercom	UFPE
8	Advertising and Representativeness: Analysis of Advertising Discourse in a New Social Conjuncture	Mulatinho, José; Bezerra, Josenildo	2016	Intercom	UFRN
9	Represents Me or Doesn’t Represent Me: Perceptions of an LGB Audience on the Representations of Homosexualities in Brazilian Open TV Advertising	Santos, Marta; Marmitt, Gustavo	2017	Intercom	FEEVALE
10	Part 2 - Almost Man, Almost Woman: The Repercussions on the Facebook Social Network of Gender and Trans Sexuality of Advertising Broadcasted on Brazilian Open Television	Iribure, André	2018	Intercom	UFRGS
11	Aesthetics of Difference in Brazilian Audiovisual Advertising	Brandão, Vanessa	2018	Intercom	UFMG
12	International Day against LGBTphobia: different approaches to sexual and gender diversity in two advertising campaigns	Alonso, Laiara	2018	Intercom	USP
13	Pablo Vittar and the construction of a personal branding in contemporary society	Souto, Juliana; Cariolano, Danilo	2019	Intercom	UFPE; UNIFAVIP
14	An Interaction between Brands: from the censorship of the Banco do Brasil commercial on open TV to the representation of diversity in the Burger King post on Facebook	Iribure, André	2019	Intercom	UFRGS
15	Advertising and LGBT Representations: a look at the Brazilian scientific production of Intercom, Compós and Pró-Pesq PP from 2000 to 2020	Leite, Francisco	2020	Intercom	USP
16	The Search for Recognition of Social Minorities in Contemporary Advertising Production Practices in Brazil	Brum, Enéias	2020	Intercom	UFRGS
17	The Influence of Brand Advertising on the Scheduling of Values and Causes from the Perspective of Implicit Cognitive Processes	Zimmermann, Daniel	2020	Intercom	USP; Fac. Cásper Libero
18	Advancing in Advertising and LGBTQIA+ Minority Research: A Perspective on Approaching Different Queer Identities	Silva, Arthur; Hansen, Fábio	2020	Intercom	UFPR
19	Natura, Thammy and Boycott: a case of media and brand literacy	Martins, Thiago	2020	Intercom	UTP; UNIPAR
20	Outvertising – advertising out of the closet: The cartography of sex-gender diversity in advertising communications	Mozdzenski, Leonardo	2020	Intercom	UFPE
21	All the Ways of Being a Man: Analysis of the Representations and Engagements of the Natura Father’s Day Campaign	Coelho, Victor; Iribure, André	2020	Intercom	UFRGS
22	The path of homosexual pleasure: a semiotic analysis of Prosex condom advertising	Baggio, Adriana	2011	Pró-Pesq	PUC SP
23	Prejudice and Propaganda: an experience report	Tomita, Iris	2012	Pró-Pesq	UFPR; Unicentro
24	“Webgay, Gaymobile, Advergay”: the stream to network homosexuality	Leal, Jorge	2014	Pró-Pesq	PUC-Rio
25	Advertising on Facebook: contributions to the Brazilian debate on equal civil marriage	Leite, Francisco; Batista, Leandro L.; Souza, Joseane	2014	Pró-Pesq	USP
26	Between representations and repercussions of homosexualities: an analysis on the advertising on open TV and its ramifications on Social Network	Iribure, André	2016	Pró-Pesq	UFRGS
27	‘O Boticário sells perfumes, not holy water’: the public’s pathemic reaction to a controversial advertisement	Mozdzenski, Leonardo	2016	Pró-Pesq	UFPE
28	Advertising used as a rhetorical element for the deconstruction of prejudices in society	Cruz, Diego; Villegas, Greicy	2016	Pró-Pesq	UNAMA; PUC-SP
29	An overview of LGBT studies in the Graduate Programs in Social Communication in Brazil: a look at the area of advertising and propaganda	Lazarin, Lucas; Iribure, André	2016	Pró-Pesq	UFRGS
30	Neither for them nor for them: a reflection on the “@gender” in advertising and the fashion market	França, Eduardo	2016	Pró-Pesq	PUC-Rio
31	“Sexual persons” for a communicational approach to LGBT representations in advertising. A case study	Gonçalves, Renato	2017	Pró-Pesq	USP
32	When gender-diverse advertisements touch the real: the queer voice and visibility in documentary-advertising	Mozdzenski, Leonardo	2018	Pró-Pesq	UFPE
33	Cultural Capital and Diversity of Representations in Advertising	Scherer, Anderson; Petermann, Juliana	2018	Pró-Pesq	UFSM
34	Reverberations of politics in advertising: discourses on sexual diversity in online campaigns	Machado, Mônica; Oliveira, Arize	2019	Pró-Pesq	UFRJ
35	The different representations in the advertising narratives of Pride Month 2018	Silva, Arthur; Hansen, Fábio	2019	Pró-Pesq	UFPR
36	Much more than a party: communication, consumption and sociability on the social networks of Coletivo Drag Noite Suja	Ferreira, Emanuele; Vieira, Manuela; Luz, Matheus	2019	Pró-Pesp	UFPA
37	Between market and identity dynamics: youtubers and the advertising controversy of O Boticário	Mendes, José Maria	2017	Compós	UFPE
38	Communication and Gender Studies: diasporic images, insurgent imaginaries	Rocha, Rose; Postinguel, Danilo; Santos, Thiago; Neves, Thiago	2018	Compós	ESPM

Authors	Ref quantity		Authors	Ref quantity
Iribure, André	13	34%	Mozdzenski, Leonardo	4	11%
Rocha, Everardo	12	32%	Batista, Leandro L.	3	8%
Butler, Judith	10	26%	Carrascoza, João A.	3	8%
Hoff, Tânia	8	21%	Charaudeau, Patrick	3	8%
Hall, Stuart	7	18%	Colling, Leandro	3	8%
Bourdieu, Pierre	6	16%	Connell, Robert W.	3	8%
Castells, Manuel	6	16%	Foucault, Michel	3	8%
Covaleski, Rogério	6	16%	Gastaldo, Édison	3	8%
Jenkins, Henry	6	16%	Leal, Jorge	3	8%
Recuero, Raquel	6	16%	Leite, Francisco	3	8%
Canclini, Néstor G.	5	13%	McCombs, M. E.; Shaw, D. L.	3	8%
Trevisan, João S.	5	13%	Miskolci, Richard	3	8%
Barthes, Roland	4	11%	Moscovici, Serge	3	8%
Casaqui, Vander	4	11%	Nunan, Adriana	3	8%
Facchini, Regina	4	11%	Orlandi, Eni P.	3	8%
Kotler, Philip	4	11%	Petermann, Juliana	3	8%
Louro, Guacira L.	4	11%	Preciado, Paul B.	3	8%
Lipovetsky, Gilles	4	11%	Primo, Alex	3	8%
Nicholson, Linda	4	11%	Trindade, Eneus	3	8%

INTERCOM
2009	Kotler, Philip (1); Rocha, Everardo (1).
2013	Bourdieu, Pierre (1); Hoff, Tânia (1); Lipovetsky, Gilles (1); Nunan, Adriana (1); Trindade, Eneus (1).
2015	Canclini, Néstor García (1); Charaudeau, Patrick (1); Hall, Stuart (1); Hoff, Tânia (1).
2016	Covaleski, Rogério (1); Foucault, Michel (1); Hoff, Tânia (1); Iribure, André (1); Kotler, Philip (1); Leal, Jorge (1); Mozdzenski, Leonardo (1); Nunan, Adriana (1); Orlandi, Eni P. (1); Rocha, Everardo (1).
2017	Foucault, Michel (1); Hoff, Tânia (1); Iribure, André (1); Louro, Guacira Lopes (1); Rocha, Everardo (1).
2018	Butler, Judith (1); Carrascoza, João A. (1); Castells, Manuel (1); Connell, Robert W. (1); Facchini, Regina (1); Gastaldo, Édison (1); Hall, Stuart (1); Iribure, André (1); Lipovetsky, Gilles (1); Louro, Guacira Lopes (1); Moscovici, Serge (1); Nicholson, Linda (1); Preciado, Paul B. (1); Recuero, Raquel (1); Rocha, Everardo (1); Trevisan, João Silvério (1).
2019	Butler, Judith (2); Canclini, Néstor García (1); Covaleski, Rogério (1); Iribure, André (1); Jenkins, Henry (1); Kotler, Philip (1); Primo, Alex (1); Recuero, Raquel (1).
2020	Iribure, André (5); Hall, Stuart (3); Bourdieu, Pierre (2); Colling, Leandro (2); Leal, Jorge (2); Leite, Francisco (2); McCombs, Maxwell E.; Shaw, Donald L. (2); Miskolci, Richard (2); Mozdzenski, Leonardo (2); Petermann, Juliana (2); Trindade, Eneus (2); Batista, Leandro L. (1); Carrascoza, João A. (1); Casaqui, Vander (1); Connell, Robert W. (1); Covaleski, Rogério (1); Facchini, Regina (1); Gastaldo, Édison (1); Hoff, Tânia (1); Jenkins, Henry (1); Kotler, Philip (1); Louro, Guacira Lopes (1); Moscovici, Serge (1); Nicholson, Linda (1); Orlandi, Eni P. (1); Primo, Alex (1); Recuero, Raquel (1); Rocha, Everardo (1).
PRÓ-PESQ PP
2012	Canclini, Néstor García (1); Bourdieu, Pierre (1); Butler, Judith (1); Lipovetsky, Gilles (1); Rocha, Everardo (1).
2014	Jenkins, Henry (2); Batista, Leandro L. (1); Barthes, Roland (1); Castells, Manuel (1); Leite, Francisco (1); McCombs, Maxwell E.; Shaw, Donald L. (1); Rocha, Everardo (1).
2016	Barthes, Roland (2); Castells, Manuel (2); Casaqui, Vander (2); Iribure, André (2); Nicholson, Linda (2); Bourdieu, Pierre (1); Butler, Judith (1); Charaudeau, Patrick (1); Connell, Robert W. (1); Covaleski, Rogério (1); Facchini, Regina (1); Gastaldo, Édison (1); Hall, Stuart (1); Hoff, Tânia (1); Jenkins, Henry (1); Louro, Guacira Lopes (1); Moscovici, Serge (1); Mozdzenski, Leonardo (1); Nunan, Adriana (1); Primo, Alex (1); Recuero, Raquel (1); Rocha, Everardo (1); Trevisan, João Silvério (1).
2017	Butler, Judith (1)
2018	Rocha, Everardo (2); Barthes, Roland (1); Bourdieu, Pierre (1); Butler, Judith (1); Carrascoza, João A. (1); Charaudeau, Patrick (1); Covaleski, Rogério (1); Hoff, Tânia (1); Iribure, André (1); Petermann, Juliana (1); Preciado, Paul B. (1).
2019	Butler, Judith (2); Hall, Stuart (2); Rocha, Everardo (2); Batista, Leandro L. (1); Canclini, Néstor García (1); Casaqui, Vander (1); Castells, Manuel (1); Colling, Leandro (1); Facchini, Regina (1); Foucault, Michel (1); Hoff, Tânia (1); Iribure, André (1); Lipovetsky, Gilles (1); Miskolci, Richard (1); Orlandi, Eni P. (1); Recuero, Raquel (1); Trevisan, João Silvério (1).
COMPÓS
2017	Castells, Manuel (1); Covaleski, Rogério (1); Jenkins, Henry (1); Recuero, Raquel (1).
2019	Butler, Judith (1); Canclini, Néstor García (1); Hall, Stuart (1); Preciado, Paul B. (1); Trevisan, João Silvério (1).

Thematic areas	no	%
Total	38	100%
Advertising content	17	45%
Advertising effects (direct)	7	18%
Advertising-related effects (indirect)	5	13%
Methodology	4	10.5%
Others	4	10.5%
Advertising practice (management)	1	3%

[1] About the author

Francisco Leite

PhD in Communication Sciences from ECA-USP, with a PDSE/CAPES PhD internship at the University of Trento and the University of Bologna (Italy). Post-doctorate in Communication and Consumption at USP, with a Fapesp grant (2019-2021). Associate researcher and vice-Head of ArC2, Anti-Racist Studies in Communication and Consumption Research Group, ECA-USP/CNPq. Author behind “Publicidade contraintuitiva: inovação no uso de estereótipos na comunicação” (2014), co-organizer and author behind “Publicidade Antirracista: reflexões, caminhos e desafios” (2019), finalist work for the Jabuti 2020 award.

Brasil

Brasil

Abstract