Trabalho de Conclusão de Curso de Graduação
“Elas também bebem”: o consumo de cerveja por mulheres de Santa Maria
Fecha
2017-12-11Registro en:
CUSTÓDIO, J. F. “Elas também bebem”: o consumo de cerveja por mulheres de Santa Maria. 2017. 51 p. Trabalho de Conclusão de Curso (Graduação em Publicidade e Propaganda) - Universidade Federal de Santa Maria, Santa Maria, RS, 2017.
Autor
Custódio, Júlia Falleiro
Institución
Resumen
In the past years, there has been a strengthened trend related to the consumption of beer by women. According to several researches, women have been drinking more beer – online platform MindMiners, for instance, states that 57% of Brazilian women consume alcohol, of which 72% drink beer. Besides consuming more, women are also brewing and getting their
spot in the beer business. Beer advertising, however, seems not to follow this trend. Although there is a consumption growth and a behavioral change, beer ads are still mostly aimed to the male consumer, showing a highly stereotyped image of woman. In this sense, this work focuses on understanding the relation between women and this kind of publicity; as well as its influence in the beer consumption growth. To do so, a series of interviews with women who consume, brew and work with beer have been conducted. All interviews have been film recorded and are part the product of this experimental project: an audiovisual documentary.