From absence to the mythification of sex in beer advertisings
DOI:
https://doi.org/10.26512/les.v18i3.7464Keywords:
Discourse analysis. Mythology. AdvertisingAbstract
This paper presents an analysis of four Brazilian beer advertising of the brand Antarctica ”“ respectively the years 1910, 1940, 2004 and 2006 ”“ under the bias of the French Discourse Analysis in dialogue with Barthes’ semiology. The analysis allows to undestand that sex emergence in beer advertising marks a rupture in the historical march: the sensuous female body was not be there since always. The erotized body is a “recent creation” possible by the distension of religious morality. By the contrast between 1910/30’s and 2004/06’s ads, our objective is to demonstrate that eroticized/muscular/sculpted body is absent from beer advertisements in a not so far historical period.
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References
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_____. Le message photographique. In: _____. L’obvie et l’obtus: essais critiques III. Paris: Points, 1992. p. 9-24.
BAUMAN, Z. O mal-estar da pós-modernidade. Trad. de Mauro Gama e Cláudia M. Gama. Rio de Janeiro: Zahar, 1998.
COURTINE, J-J. Balaise dans la civilisation: mythe viril et puissance musculaire. In: CORBIN, A.; COURTINE, J-J.; VIGARELLO, G. (org.). Histoire de la virilité, t. 3: Virilité en crise? xxe-xxie siècle. Paris: Seuil, 2011. p. 461-480.
FOUCAULT, M. História da sexualidade I: a vontade de saber. 13. ed. Tradução de Maria T. C. Albuquerque & J. A. Guilhon Albuquerque. Rio de Janeiro: Graal, 1999.
_____. A Arqueologia do saber. 7. ed. 3a. reimp. Trad. Luiz Felipe Baeta Neves. Rio de Janeiro: Editora Forense Universitária, 2008.
_____. Vigiar e Punir: nascimento da prisão. Trad. Raquel Ramalhete. 27. ed. Petrópolis: Vozes, 2003.
SOHN, A-M. Le corps sexué. In: CORBIN, A.; COURTINE, J-J.; VIGARELLO, G. Histoire du corps: les mutations du regard. Le XXe siècle. Paris: Seuil, 2006. p. 93-128.
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Published
2017-12-21
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Artigos de pesquisa
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How to Cite
From absence to the mythification of sex in beer advertisings. (2017). Papers of Language and Society, 18(3), 236-251. https://doi.org/10.26512/les.v18i3.7464
