Representation of women, men's identity

Abstract

In the following paper we intend to analyze the controversy involving the top model Gisele Bündchen and the brand of lingerie called Hope. In a polemic advertisement, the brand spreads, through television, a speech of a sensual woman who overcomes a masculine “rationality”, insulting a number of Brazilian women, since it reproduces a sexist speech. Nevertheless, we aim to make an analysis through an invisible bias, that is, an ideal of masculinity that has an (heteros)sexualized man as a hegemonic character, who is both provider and protector. Both images of gender presuppose inequalities that, since last century, have been fought and compromise the pursuing of a socio-cultural balance between feminine and masculine positions.