Slavery in the body: the constitution of meaning in advertisements aesthetics

• Grant number: 15/11421-2
• Support Opportunities: Scholarships in Brazil - Scientific Initiation
• Effective date (Start): October 01, 2015
• Effective date (End): April 30, 2017
• Field of knowledge: Linguistics, Literature and Arts - Linguistics - Linguistic Theory and Analysis
• Principal Investigator: Carolina de Paula Machado
• Grantee: Camila Pires Alves
• Host Institution: Centro de Educação e Ciências Humanas (CECH). Universidade Federal de São Carlos (UFSCAR). São Carlos , SP, Brazil

Abstract

In recent years, the growing appeal has been noted for the achievement of body aesthetics modifications by surgeries that, in some cases, even have tragic outcomes. Considering this trend, this project has the purpose to analyze advertisements about body aesthetics that it circulates in the magazine "Plástica e Forma" specialized in this theme. The search is going to be performed based in the theory of the Event Semantics (Guimarães, 2002) leaving of concepts such as enunciative event and enunciative scene. In this sense, it is intended to analyze, in these advertisements, what effects about aesthetics are constituted for the readers (Guimarães, 2011) of this magazine looking up memorable contexts presented in the enunciative moment by analysis of "reescriturações" and joints and the sense effects for interpreting (futurity). Our hypothesis, in the first moment, is that advertisements induce the people a kind of slavery from own body, so that in this way, women can fit into a certain standard of beauty. (AU)