Resumo

ZARETTI, Ayelén. Cuerpos publicitarios: cuerpos de diseño: Las imágenes del cuerpo en el discurso publicitario de la televisión. Un análisis discursivo. Cuad. Cent. Estud. Diseñ. Comun., Ensayos [online]. 2015, n.54, pp.195-209. ISSN 1853-3523.

"Unlimited" is the claim of the new advertising campaign for a well known mobile phone company. In that meesage we can find one of the fundamental characteristics of the control societies described by Gilles Deleuze: reaching the consumer power to draw the line between inclusion and exclusion. In this context, the body is modulated by a number of devices and technologies that present him as an object of design, like other consumer products. As such, the body is framed into the advertising announcement that operates as a fantasy overlying desire and produces certain codes. This text displays a discourse analysis of the major advertising campaigns of the current argentinian television, taking in account the body images that they exhibit. These discursive constructions are discussed while interrelated with other discourses, framed in certain social practices. Finally, we pose the question about power relations that become possible and necessary these -and not other- speeches, with these -and no other- body images.

Palavras-chave : Advertising; Bodies; Picture.

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