Transexualidade e publicidade: um estudo de caso sobre homens trans em campanhas

Abstract

This paper presents a case study about trans men in advertisingng campaigns as an strategy to reach this audiences. In a first moment, some keywords for this research are defined for a better understanding. Afterwards, it brings a discussion about money, trademarks and their main communication strategy: advertising. Trying to understand trans men role in advertisements, four campaigns that brings this subject were analyzed. To do so, we used a bibliography based on names such as Jaqueline Gomes de Jesus, Berenice Bento, Thomas Laqueur, Guilherme Almeida, Maria Eduarda Rocha and Phillip Kotler. In addition to that, we made a qualitative research with transexual men in which we tried to identify inclusion of this audience on those campaigns and their impact for the intended group. However, we understand that those strategies go beyond sales interests once they bring inclusion and diversity to a group that is still invisible on the media.