-se-ão das mobilizações antirracistas ao racismo reverso, analisando-se o caso da publicidade do dia dos pais do Boticário e o que isso tem a reve lar sobre a sociedade brasileira. Utilizou-se o mé todo de abordagem indutivo, mediante pesquisa bibliográfica e análise de caso. Concluiu-se que o racismo demonstrado na publicidade do dia dos pais do Boticário é estrutural e assola a socieda de brasileira.
This article has the objective to dis cuss the reverse racism thematic from the analysis of the case of Boticario's father's day advertising placement. ln this seara, it will be investigated the cognitive structures about the racism in the 21st century, as well as the consumer society, the consumer figure and advertising. Moreover, it will be studied from antiracial mobilizations to the reverse racism, analyzing the Boticario's father's day publicity case and what it reveals about the brazilian society. lt was used the in ductive approach method, through bibliografical research and case's analysis. lt was concluded that the racism demonstrated in the Boticário's publicity is structural and plagues the Brazilian society,
