Argumentation in advertising and the praise of black women:

an analysis of the Novo Natura Luna Ousadia campaign

Abstract

Advertising reflects values ​​in society, being an object of analysis that reveals symbolic clashes that surround the subjects. Therefore, this study aimed to identify the arguments used by Natura to praise black women in the Novo Natura Luna Ousadia advertising campaign. The principles of the Argumentative Organization Mode were used as a theoretical-methodological category. As a result, the presence of all evaluation domains of this Mode was identified. Furthermore, it was observed that Natura incorporates boldness into the campaign, a frequent theme in contemporary advertising. The self-definition, self-evaluation and culture of African-American women were found, important elements for the emancipation of black women. Furthermore, there is a questioning of the recipient subject, indicating an incitement to do so. Finally, an argumentative investigation into the representation of black and white women in the same campaign is suggested to check whether there are differences in the argumentation strategies for each group.

Keywords: Natura; Advertising campaign; Argumentative organization mode; Black woman.