Abstract
The paper brings the discussion of the representations of black families in magazine ads and content posted on Instagram by the 10 most valuable brands in Brazil according to the Intebrand ranking, in the period of 2018-2020. Through intersectional semiotic analysis of the materials, we verified how black families are represented from the perspective of conjugality, race and sexual orientation. The results obtained, despite some counterintuitive points, prove the intersectional place of racism for black women from the perspective of loneliness, as well as the silencing of black homo affectivity, demonstrating how representations still do not contemplate complexities in black identity which is limited to a space of diversity.
Keywords advertising; blackness; semiotics; intersectionality; representation