Plus Size, a moda que faz a diferença?

Abstract

This Course Completion Work aims to analyze discursively advertising campaigns about plus size fashion and the relationships established with the daily lives of consumers, seeking to understand the linguistic strategies that are used to obtain the adhesion of the target audience. The fashion of clothes for men and women in Brazil has grown significantly and several famous brands have created the plus size segment to increase sales. In this context, the specific points to be investigated are: i) to analyze the advertising campaigns in the plus size segment; ii) investigate how famous brands are mobilized to attract consumers; iii) analyze how the images of individual consumers are constructed. The methodology used in this work was a qualitative approach so that we could analyze, in and through the discourse, the linguistic strategies and images conveyed about the plus size theme in an advertising context. Thus, we carried out a bibliographic survey about the theme of this research on specific fashion websites and also selected interviews published on digital platforms that involved professionals such as, for example, stylists, dressmakers, plus size models, among others. From the analysis of the data, we observed that plus size fashion gained space in several social spheres, despite the fact that the advertising campaigns are mostly aimed at the female audience.