A DISPUTA PELO CAPITAL DE VISIBILIDADE NEGRA NA PUBLICIDADE.

Until the 1980s, Black people were commonly represented in advertising pieces by subordinate characters — representations that date back to the past enslavement of Black individuals and corroborated the creation of a racialized “regime of representation”. Starting from the second half of the 2010s, however, we noticed an increase of Blacks as protagonists in advertisements. Considering this changing scenario, this paper analyzes the repercussions of “The year we want” (2018), a piece by the cosmetics company Avon, on the social media of a collective linked to the Black movement. From there, the text critically discusses how visibility can be seen as a significant capital in the representation game in contemporary Brazil. [ABSTRACT FROM AUTHOR]