Abstract

The objective of the present study is to analyse the way in which a category of women is constructed discursively from advertisements linked to food. Argumentative discourse analysis is used to inquire under a discursive and feminist approach the role assigned to women in food advertising. Analysis was conducted to 15 advertisements broadcasted on Chile's main free-to-air media. Results revealed the discursive articulation of three major dimensions of colonialism's logic and forms of social classification associated with women in the context of capitalism: control of social relations, bourgeois family and denial of the productive role of women.