Abstract
The expansion of consumption and the democratization of credit can be identified as triggers of an economy of indebtedness. As the advertising of credit contributes to this scenario, we analyzed its discursive production in order to identify what is enunciated about consumption and credit, and discuss its effects on the modes of subjectivation. The materials, 83 ads collected from a newspaper, were analyzed according to the Foucaultian perspective of analysis of discourse and according to what is endorsed on the Code of Consumer Protection (CDC). As a result, we found a production of a transitory temporality and the constitution of products as personalized and capable of conferring differentiation, which foster consumption. The product credit is naturalized, as if it was only a purchase addendum. Its conditions are almost never present according to the Code, which can lead to unreflect purchase and to the over-indebtedness. According to the results, we point to an imperative review of this type of advertising.
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