Construction of a healthy subject: discursive relations in food advertisements

• Autor(a) principal: Bezerra, Gitanna Brito
• Data de Publicação: 2012
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: letrônica
• Texto Completo: https://revistaseletronicas.pucrs.br/ojs/index.php/letronica/article/view/12168
• topic: discourse; advertisement; healthy eating; subject.; discurso; propaganda; alimentação saudável; sujeito.

The post-modern society watching a deepening of the discourse of a healthy diet, which produces, as it circulates in the social environment, meaning effects whose relevance, not infrequently, by anchoring itself in a scientific discourse, conceived as historically true, presents is undeniable, diffusing power. The subjects, immersed in this discursive network, in which rises the concern about the eating habits is a key aspect to life, they are instructed to adopt new lifestyles. In this context, covering the identity as a construct pervaded by power relations, startles to the genre media propaganda, since this device is presented as a disseminator, based on socially constructed paradigms, of discourses, of subjectivities. For the analysis of some advertisements for healthy foods, it was understood that these promote the discursive construction of a "healthy subject" involving, on the power relations underlying a syncretism iconic-language, the idea of a balanced diet with food flavors, the health and beauty body.