NA (DES) ORDEM DOS MODELOS PLUS SIZE: O CORPO SOB MEDIDA NO DISCURSO PUBLICITÁRIO

Abstract

The body has always been seen as a docile matter, a kind of tabernacle that could not be violated in any sense.The body was and still is considered a place of sin and salvation. In prehistory, the idealised bodies were bulky, with large breasts and wide hips that were considered symbols of fertility. From the end of the 19th century, medicine, as a discourse of authority, began to have a great impact on the construction of the ideal body image. And, in the 21st century, we experience discourses that spread predetermined patterns, but they also promote a discourse of self-affirmation of the body and acceptance of identity. Considering, then, that the body is also discourse, our qualitative-interpretative work is anchored in the assumptions of the French Discourse Analysis and sought to analyse the disciplinary mechanisms that deal with plus-size models, discursivised in two covers of the magazine Ana Maria (editions 30/11/2018 and 23/5/2018) and a special edition of the magazine Moda Moldes.We understand that there is a problem posed in the advertising discourse of the aforementioned magazines that seek to discipline the bodies of the subjects and that print/proclaim a discourse of identity reaffirmation, appreciation of the body. However, when demarcating, on the covers, tips about diets, they reproduce a negative effect and end up sedimenting and crystallizing prejudices and stereotypes about women considered overweight.