SciELO - Scientific Electronic Library Online

 
vol.17 issue3Identity of the deaf and interventions in health from the perspective of a community of sign language usersQuality of food: perceptions of 'Bolsa Familia' program participants author indexsubject indexarticles search
Home Page  

Ciência & Saúde Coletiva

Print version ISSN 1413-8123

Abstract

VILLAGELIM, Andréa Siliveste Brasil et al. Life cannot consist of dreams alone: reflections on advertising and a healthy diet. Ciênc. saúde coletiva [online]. 2012, vol.17, n.3, pp. 681-686. ISSN 1413-8123.  http://dx.doi.org/10.1590/S1413-81232012000300014.

In this essay we present some thoughts on advertising and a healthy diet in the contemporary world, where consumption plays a highly relevant role. We seek to emphasize two aspects, among many others yet to be explored in the scientific literature in the food and nutritional field: the hegemony of the biomedical paradigm and the fragmentation of human life when advertising campaigns associate food with the idea of a healthy diet. We believe that we cannot merely live through advertisements in which our desires are triggered constantly and where the world is only dreams and the main goal is to sell more and earn more, even using some strategies for dissemination of biomedical and nutritional information. In our opinion, the merger between diet and health, i.e. a healthy diet, must involve enlightenment of the individual including information on quality in the context of social life in order to achieve the ideal of happiness. Individuals whose identities are fully formed both in dreams and reality can boldly seek knowledge and think about themselves in the world context, as well as zeal for their diet and health.

Keywords : Feeding habits; Healthy diet; Communication; Advertising; Consumption; Culture.

        · abstract in Portuguese     · text in Portuguese     · pdf in Portuguese