Cuerpos publicitarios: cuerpos de diseño. Las imágenes del cuerpo en el discurso publicitario de la televisión. Un análisis discursivo

Abstract

“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.