Do corpo feminino enunciado em comerciais de televisão

Abstract

The article presents a reflection on the female body in TV commercials, adopting a discourse analysis perspective. In theory construction, it is connected to Charaudeau’s proposals, enriched with The School of Paris, the Bakhtinian Dialogism and the Theory of Autopoiesis. In this manner, together with the three forms of reality (meta-reality, supra-reality, para-reality) that can be represented in advertising, it adds another reality: a super-reality, which means the place of substantial poetic reality. From there, it shows various shapes and forms of the stereotypical woman’s body found in commercials, reinforcing “the idea that the female body is fragmentably available, and that it is suitable for everyone.”