Male body: advertising and imaginary realm
DOI:
https://doi.org/10.30962/ec.24Keywords:
Publicidade brasileira, Imaginário, Corpo masculino, MercadoAbstract
The increasing offer of products to the male public reveals the interest of marketing in new segments. we intend, in our article, to identify aspects of the imaging of the male body in recent Brazilian advertising, particular in printed media – and to analyse its appropriation by market.On the basis of some of Iuri Lotman’s theoretical assumptions, we approach the issues that are relative to culture and body, considering the human body a culture text. In anthropology, we rely on Gilbert Durand’s theory in order to understand how the cultural imaginary realm is formed and in philosophy, we base our reflections on Michel Foucault’s ideas concerning the body in disciplinary society in order to analyse the way the body is used in advertising.Downloads
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