O feminismo como uma estratégia de marketing: um estudo de caso sobre os filmes de princesas da Disney
Resumo
The present work deals with a case study about the image of women, based on the
image of feminism of equality, identified by Disney as an external force and used as a
strategic marketing tool for princess films over time. Based on this, the general
objective of the work is the characterization of how the feminist notions about the
figure of the woman, present in the society of consumers of each time, is used like
strategy of marketing by Disney in the construction of the feminine characters from
an analysis of the evolution of the series of princesses. For this, the methodology
used was the bibliographical research on the themes of feminism and marketing,
semiotic analysis of Disney princess films and the use of SWOT (FOFA) to present
the internal and external business environment of the company. In this way, it was
realized that the feminism present in the movies represented an important
competitive advantage for the connection between the public and the characters,
making possible the use of relationship marketing strategies, profiting from the loyalty
of clients for a long period of time in each period of launches analyzed. Thus, the
work shows its potential by presenting a current theme, opening up opportunities to
discuss gender issues associated with marketing, and observing the impact of
changes in the representation of women's image in pop culture.