Located in the frontiers the Discourse Analysis established from the aspect proposed by Michel Foucault, the present study aims to show how the advertising discourse, which circulated in the first half of the 20th century in Brazil, contributed to the development of a biopolitics of the relations among genders, more precisely to the "sexualization" of the genre. The Foucauldian idea that the biopower is what can be inflicted either to a body intended to discipline or a population that is sought to regulate is the basis, upon examining the discourse function of advertising pieces when directed to women, we are led to other discourses intertwined in the memory, to the interdiscourse, defining women into their fragile bodies and their motherly function, according to the knowledge, power and truth which traditionally regulate the ideals of femininity and allowed the emergence of certain words (and not others).
Discourse; Advertisement; Female figure; Power-knowledge.
