Construction of a healthy subject: discursive relations in food advertisements

Authors

  • Gitanna Brito Bezerra Universidade Federal da Paraíba

Keywords:

discourse, advertisement, healthy eating, subject.

Abstract

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.

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Author Biography

Gitanna Brito Bezerra, Universidade Federal da Paraíba

Mestranda com bolsa CAPES no Programa de Pós-Graduação em Linguística (PROLING) da UFPB.

Published

2012-11-05

How to Cite

Bezerra, G. B. (2012). Construction of a healthy subject: discursive relations in food advertisements. Letrônica, 5(2), 88–102. Retrieved from https://revistaseletronicas.pucrs.br/letronica/article/view/12168