The woman in the calendar

stereotypes of the female figure in the transition from printing to digital of the Campari advertising campaigns

Abstract

We believe that multimodality research is gaining more and more space within linguistic studies as gradually images became essential aspects for the construction of meaning, gaining relevance as a semiotic element. In this article, we analyze the multimodal relationships involved in the constitution of the meanings conveyed by the construction and propagation of female stereotypes in  some editions of the Campari Calendar. For that, samples of images from the editions of the 2015, 2016 and 2017 calendars are analyzed. In the analyzes, we focus on multimodal relations using the precepts of Multimodality Theory (KRESS; VAN LEEUWEN, 2001; KRESS, 2010) as we explore the categories of the Grammar of Visual Design (KRESS; VAN LEEUWEN, 2006). The results revealed that multimodal relations carry an apparently less stereotyped female representation within the media, superficially creating the image that there is a disconnection from some hegemonic standards imposed on women. However, a deeper look revealed that women continue to be represented as something objectified and submitted both to the reader and to other participants represented in the image, revealing that profound changes in the stereotypes disseminated by the media and by the female calendar gender still need to be adopted so that images equality between the genders are really incorporated by advertising.