O femvertising no roteiro publicitário: estudo e prática

Abstract

This experimental Project focuses in the development of a web advertising filmscript, which applies the femvertising as creative strategy. Before the practice itself, there is a theoric and methodological observation about inequality of gender in society and in advertising, the presentation of the femvertising concept and also the recognition of the necessary elements for film script writing. And then, based on what was learnt, using a hypothetical briefing, I apply the femvertising on the creation of a film script, that aims sensitize professionals of creativity, brands and advertising agencies to rethink the representation of women on advertising.