Abstract
In light of the interpretatlve nature ofdiscourse analysis and within the context of twoadvertisements of soap - Gessy, dated 1942, andLux Luxo, dated March 2003 - the main purposeof the present article is to analyse how thediscursive practices of advertising discourse allowfor the reproduction and maintenance of certainideological assumptions, such as the ones relatedto consumerism and gender-based issues. DOI: 10.28998/0103-6858.2007v2n40p15-26
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