Vendendo modos saudáveis de alimentação e de vida: reflexões a partir de uma campanha publicitária de refrigerante

Abstract

Nowadays the literature is really limited regarding to studies about the influence of press in food consumption, especially if we intend to articulate culture and health. In this study, we want to understand the discursive practice present on a soft drink TV publicity, taking the point of view of several segments in society. It is about an exploratory study, which is part of a publicity movie of a very consumed soft drink. We made ten focal groups involving professionals and students of Nutrition and Communication fields and also cleaning services suppliers from a university, totalizing 74 participants. Among the themes that came up from a material analysis of the focal groups and taking by theoretical reference authors like Bourdieu, Bauman and Ayres, we highlight the recontextualization and fragmentation of human life and, in its interior, of the said healthy feeding at the publicity discursive practice, at this moment that, in Brazil, the prevalence of obesity and other chronic-degenerative diseases related to it are growing and there are movements in society fighting for the publicity regulamentation of industrialized products. It seems to us that, restricting the human being down to the condition of consumer trying to take it to the industrialized world of dreams, placing the goal of sales increase and profit above those of health promotion, of good feeding and living the life. The food industry along with the publicity agencies perform some phenomena related to this model of TV financing through publicity, which reinforce fragmentary perspectives, recontextualized and conflicting about thinking about health, feeding and life. They do not contribute nor difficult the construction of projects of happiness in a more human and fair world.