From absence to the mythification of sex in beer advertisings

Authors

  • João Kogawa Universidade Federal de São Paulo
  • Monica Kanashiro Universidade Federal de São Paulo

DOI:

https://doi.org/10.26512/les.v18i3.7464

Keywords:

Discourse analysis. Mythology. Advertising

Abstract

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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Author Biographies

João Kogawa, Universidade Federal de São Paulo

>Doutor em Linguística e Língua Portuguesa pela UNESP - FCLAr. Professor do Departamento de Letras e do Programa de Pós-Graduação em Letras da Universidade Federal de São Paulo. Coordenador do Grupo de Pesquisa CNPq/Unifesp Semiologia e Discurso.

Monica Kanashiro, Universidade Federal de São Paulo

Graduada em Letras pela Universidade Federal de São Paulo.

References

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Published

2017-12-21

How to Cite

Kogawa, J., & Kanashiro, M. (2017). From absence to the mythification of sex in beer advertisings. Papers of Language and Society, 18(3), 236–251. https://doi.org/10.26512/les.v18i3.7464

Issue

Vol. 18 No. 3 (2017): Dossiê REDLAD e fluxo contínuo

Section

Artigos de pesquisa

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