Beyond the pitch: analyses of photography featured in advertising for the 2023 Women's Soccer World Cup

Abstract

This study aims to analyze the photography used in advertising materials related to the 2023 FIFA Women's World Cup. Regarding its typologies, the study is characterized as basic research in terms of its nature, exploratory-descriptive research in relation to its objectives, bibliographic research and a case study in terms of its technical procedures, and qualitative research concerning its approach to the problem. During the data collection stage, advertising materials produced by the brands Itaú (Convocação da torcida brasileira), Neoenergia (#NossaVez), and Mastercard (#ElasEmCampo) were selected, as they highlight the importance of photography in conveying emotions in advertising pieces. The findings indicate that these campaigns demonstrate the relevance of photography in promoting values such as inclusion and support for women in sports through artistic choices in image composition, including the diversity of settings and individuals portrayed. Photography therefore conveys not only the identities of the people represented, but also their emotions and contexts, creating an emotional connection with the audience. Thus, the advertisements do more than simply promote the brands; they also inspire an emotional bond between viewers and the Brazilian national team, both on and off the field.