The invisible ideological construct of advertising discourse

Abstract

In light of the interpretatlve nature of
discourse analysis and within the context of two
advertisements of soap - Gessy, dated 1942, and
Lux Luxo, dated March 2003 - the main purpose
of the present article is to analyse how the
discursive practices of advertising discourse allow
for the reproduction and maintenance of certain
ideological assumptions, such as the ones related
to consumerism and gender-based issues.

DOI: 10.28998/0103-6858.2007v2n40p15-26