Abstract

WITZEL, Denise Gabriel. Truths and Production of Subjectivities: A Study of Biblical Womens in Advertising Discourse. Palabra Clave [online]. 2012, vol.15, n.2, pp.204-223. ISSN 0122-8285.

Based on the concept of truth as formulated in the work of Michel Foucault, specifically the difference the philosopher proposes in his genealogy between truth/demonstration, assessed from the traditional philosophical-scientific perspective, and truth/event, this study is intended to shed light on the updating of assertions in the advertising world that give credence to knowledge about being a woman. These assertions emphasize two famous Biblical female models exalted for centuries in Christian tradition: Eve (the symbol of sin and destruction) and the Virgin Mary (the symbol of virtue and salvation). By focusing the reconstruction of truth games forged over time in relation to being a woman, the study looks at the historical conditions surrounding the emergence of the images of these two women, the coexistence of these assertions with others, and the principles whereby they subsist to this day, despite having been reinvented.

Keywords : Truth games; advertising discourse; feminine identity.

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