From the sociocultural point of view, society based on consumer values to conform to subjectivities has become the cornerstone that gives meaning to social life. Contemporary advertising is increasingly concerned with man and his newfound responsibility towards himself and his surroundings, which is expressed through terms such as "responsible" or "sustainable consumption." This article reflects upon the changes in advertising discourse and its relations with the sociocultural context. To this end, we adopt the methodological approach of advertising discourse analysis inspired by Foucault, based on the author's notions of biopolitics and the dispositive.
responsible consumption; subjectivities; advertising