O “garoto propaganda” Neymar – sentidos de corpo masculino e modos de endereçamento através de propagandas comerciais

Abstract

This paper analyzes the signs and discourses involving the construction of the male body through commercial advertisements created and broadcasted by the television media that take in consideration the presence of the Brazilian soccer player Neymar. The objective of this study is to analyze in which ways these topics are addressed by commercial advertisements. The analysis of the media product was utilized as a methodology, organizing the study of the advertisement pieces in three themes which were entitled: "hair", "physical force" and “men in analogy with machines." The results from the analysis have shown that the spread of advertisement pieces which presented the Brazilian soccer player Neymar as a celebrity endorser intrinsically carry speeches, signs, meanings and impositions that are reflected on the image of the body. By analyzing these themes, it has been noted that there are meanings which are created by the process of mass communication which have a strong marketing intention and that are "harvested" in the practice of advertisement addressing. The standards of "hairless skin", "mohawk hair style", "strong athlete" and "athletic machine" were the senses which were imposed on the player Neymar and that were inserted in the advertisements speeches. These senses are disseminated through various vehicles of mass communication at all times and to all audiences.