Discurso e sentido nas campanhas publicitárias sobre “doenças tropicais” transmitidas pelo Aedes aegypti

Abstract

The article presents results of research on the strategies of interpretation by which advertising campaigns delimit a discursive place to the subject-preventive of the tropical diseases transmitted by Aedes aegypti. For this, it mobilizes concepts of French Discourse Analysis, mainly the concepts of imaginary formations, ideology and subject-position. Affiliated to the analysis paradigm, the study analyzes five images and statements conveyed in these campaigns and shows that the place of the subject-preventive is marked by individual culpability, through a disjunctive logic about the responsibility both to the private space and to the public sphere that ignores the more complex sociopolitical conjuncture of its surroundings.