THE PRODUCTION OF TRUTH IN THE ORDER OF THE ADVERTISING DISCOURSE

Abstract

In this article, we propose a reflection on discursive strategies, carried out in the enunciates that circulate in the advertising scope, in which we are given to see the relationships between people of the same sex. More broadly, we will show the conditions of possibility through which the gay subject passes in order to constitute himself as the historical experience of the present. This our purpose will be anchored by the thought of Michel Foucault (1926-1984) on how the subject should be, what position to occupy in the real or imaginary to become a legitimate subject of this or that knowledge. Advertising pieces from IKEA, Tecnisa and from VIP magazine will be analysed. We observe that in this discursive production there is a game of the legitimation and control of images and sayings, which acts as truth in the discursive media order of the advertising market through which gay subjectivity subscribes.