The Directions Change and the Kitchen al so: Analysis of the Discursive Formation(s) of Todeschini Advertisements

Abstract

This work starts from the understanding that the notion of discursive formation corresponds to a domain of knowledge, constituted of discursive statements that represent a way of relating to the prevailing ideology, regulating what can and should be said (PÊCHEUX, 1988). In this sense, the notion of subject is evoked, an analytical category that punctually differs from the theoretical framework of Pêcheuxtian French Discourse Analysis from other theories that also contemplate discourse. Although this essay assumes its interest in discursive formation, we do not intend to lose sight of the notion of taking a position, ideological formations and subject, as we have already announced, since the gathering of these notions is fundamental for us to gain access to the effects of meaning mobilized by discursive formations (these at the service of ideology) that authorize discourse. For this purpose, we will use as corpus three advertising texts from the planned kitchen company Todeschini and seek theoretical support in Michel Pêcheux (1988), for their importance in theorizing the concept of discursive formation through which it was possible, when considering ideological formations, to stretch the gaze about this analytical category so dear to discursive studies; Michel Foucault (1969), for his concern in establishing regularities, dispersion systems; and Freda Indursky (2020) for understanding its relevance to research aimed at exploring discursive formations, especially those that elect corpus from the
Brazilian reality.