Entre inclusion symbolique et repositionnement stratégique : le politiquement correct dans la publicité de bière au Brésil
DOI:
https://doi.org/10.55765/atps.i28.3641Keywords:
discourse, political correctness, stereotype, advertisingAbstract
This article examines the use of politically correct language in Brazilian beer advertising, focusing on the emblematic case of the Skol brand. Historically, beer advertising in Brazil has targeted a male audience, often objectifying women, especially in the context of Carnival. The article explores Skol’s discursive repositioning following a controversial campaign in 2015, analyzing the strategic adoption of politically correct discourse as a means of symbolic legitimation. Methodologically, the study draws on the French tradition of Discourse Analysis, particularly the theoretical and methodological frameworks of Michel Pêcheux. The analysis is also informed by concepts such as discursive formation, ideological manipulation, and social interpellation. The findings suggest that the shift toward politically correct discourse does not represent a true ideological break with the past, but rather a symbolic reformulation aimed at aligning with evolving public expectations.
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