Publication: Publicidad, Cuerpo y Deporte
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Publication Date
2017-12-06
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ONI Grupo Editorial
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Abstract
Al cuerpo no le es suficiente con nacer, crecer y rela- cionarse dentro de un contexto social. En su trayectoria de vida también recibe insumos, cambios y mejoras para adaptarse a las “demandas” de la realida social. La con- cepción de cuerpo es seriamente in uenciado y moldea- do por los discursos comerciales de la época. Y dentro de este proceso el tema de la comunicación social, espe- cí camente la publicidad audiovisual y grá ca, ayudan a consolidar ideas sobre una forma de conservar, añadir, extirpar, moldear al cuerpo a través de productos depor- tivos, de saludad y belleza.
It is not enough for the body to be born, to grow and to be related within a social context. In his life trajectory he also receives inputs, changes and improvements to adapt to the "demands" of social reality. The conception of the body is seriously in uenced and molded by the commercial discourses of the time. And within this process, the issue of social communication, specifically audiovisual and graphic advertising, helps to consolidate ideas on how to conserve, add, remove, mold the body through sports products, health care And beauty.
It is not enough for the body to be born, to grow and to be related within a social context. In his life trajectory he also receives inputs, changes and improvements to adapt to the "demands" of social reality. The conception of the body is seriously in uenced and molded by the commercial discourses of the time. And within this process, the issue of social communication, specifically audiovisual and graphic advertising, helps to consolidate ideas on how to conserve, add, remove, mold the body through sports products, health care And beauty.