O masculino na propaganda: homens que sabem fazer amor

Abstract

With the objective to examine the role of the sexuality in the advertising language, we carry through an analytical study whose theoretical axle is the peirceana semiotics in dialogue with the psychoanalysis. We investigate as the image of the masculine appears in the announcements, loaded of signs that represent the sexual values in the complex society of Brazilian consumption. The corpus of this analysis consists of announcements in VIP´s magazine, the months of October, November and December of 2004, that served of comment to constitute the sample to be analyzed, whose criterion of election was given for the identification of sexual appeal in the messages. From the freudianos assays on the sexuality, brought up to date by the lacaniana psychoanalysis, we identify significant sexual that produce sensible for the consumer and diagnosis two basic concepts for the masculine: the rivalry and the identification. These concepts make the bridge of identification between the consumer
and the announced product, being able, in a successful maneuver, to provoke the desire for the announced product.