This paper discusses some specific forms of hierarchy between whites and blacks seen in advertisements published in newspapers in Paraná (Brazil). We organized a database of black and white characters in Paraná newspapers published between 2005 and 2007: Gazeta do Povo, O Estado do Paraná e Tribuna do Paraná, and we done a series of samples on specific aspects. Advertising of distinct samples were subjected to content analysis techniques and critical analysis of discourse. This article analyzes forms of hierarchy in samples taken from the published advertisements. The results point the presence and appreciation of certain aspects of black characters; to the permanence of the "normative Whiteness," the white as standard of humanity, linked to the expression of an "Aryan aesthetic"; the maintenance of old and new forms of hierarchy between whites and black and stereotypes about black characters.
Race relations; Racism; Advertising; Newspaper; Media
