A mercantilização da escolha do sonho e do desejo: mulher, artigo de primeira linha

Abstract

Based on the theoretical and analytic beginnings of the French Discourse Analysis, we intend, in this study, to focus on the feminine image as an element of fundamental importance in the persuasive effect on the advertising texts. We also intend to prove that although the woman's image represents an instrument of great commercial value, the existent connotation in advertising announcements provokes a constant (and exaggeration) sexual appeal, because it takes the woman as a mere "object" of consumption.