The aim of this study was the discourse analysis on breast feeding from 1960 through 1988 in Brazil, on articles published in famous women magazines. The focus of the study is the History area, mainly the Feeding History, with an interdisciplinary approach. The initial period - 1960 - is linked with the end of Juscelino Kubitschek's Government, when the economy, guided by the industrial sector, had grown in relative and absolute terms. The final period - 1988 - characterizes the Brazilian Norm of Suckling Feeding Business approval, which restricted the milk powder marketing. The change on discourses enunciates was very evident. During the period the artificial breast feeding was stimulated, the discourse main enunciate was the women's condition, women's valorization and their right of freedom. With the re-encouragement to the women breast feeding the discourses were totally on this usage defense, minimizing women's daily difficulties.
Feeding; Marketing; Medical Discourse