Abstract

PEREIRA, Ana Alice da Silva  and  PROCHNO, Caio César Souza Camargo. Senses produced from the discourse on the female body in advertising. Rev. Subj. [online]. 2017, vol.17, n.2, pp. 76-86. ISSN 2359-0769.  http://dx.doi.org/10.5020/23590777.rs.v17i2.5177.

This article seeks to analyze the senses produced from the discourse on the female body in three commercials of products aimed at this public. The perspective adopted is the analysis of French line discourse, starting from a brief presentation of the concepts of discourse, new history and discursive memory. The discourse in question is the advertising discourse, which, in order to promote consumption, attributes values and ideals to the products it advertises. The study recognizes a pedagogical character in women's magazines, as well as in the selected ads, characteristic of this type of publication, demonstrating an attempt to teach how a woman should be. In this sense, the analysis points out that advertising pieces build imperatives on the woman's body, which must be subjected to certain procedures and make use of products so that it can properly enter into the culture.

Keywords : body; woman; advertising; discourse analysis; contemporaneity.

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