Abstract
This article analyzes the calendar of a nutrition and aesthetics clinic to discuss the fetishistic aspect of the ideal body image. We verify the dynamics of mass formation, according to Freudian theory, to posit how a perfect body pattern can be elected as the ideal to be achieved by individuals in contemporary societies. The logic of the market sustains the image of the so-called perfect bodies in the position of a fetish, offering access to this supposed conquest through products and services that would lead to fulfilness. This strategy aims to veil castration by offering a palpable substitute that denies the faults and affirms the completeness of others, sustaining a legion of people engaged in an almost compulsive quest towards accomplishing this ideal.
Keywords:
ideal body; image of the body; fetish; mass movements; social networks