TY - JOUR AU - Pinto-Coelho, Zara AU - Mota-Ribeiro, Silvana PY - 2012/06/29 Y2 - 2024/03/28 TI - O reino do casal heterossexual na publicidade: uma análise sociosemiótica das estratégias visuais e inscrições discursivas JF - Comunicação e Sociedade JA - revistacomsoc VL - 21 IS - 0 SE - II. No género e na heterossexualidade: exotismo, ossificação, guerra e acasalamento DO - 10.17231/comsoc.21(2012).709 UR - https://revistacomsoc.pt/index.php/revistacomsoc/article/view/1560 SP - 205-214 AB - Our paper aims to identify the visual strategies by which heterosexual discourses are (re)produced in ads published in women’s magazines, in ways which may be transformative as well as reproductive of the western hetero-gendered hegemonic order. The visual workings are approached from a social semiotic point of view, and analysed according Kress and van Leeuwen’s system of analysis (1996). ER -