Критичка анализа представа људских тела у дискурсу функционалне хране
Critical Discourse Analysis of Human Body Representations in Functional Food Discourse

Summary/Abstract: This paper analyses human body presentations on the packaging samples of functional foods for adults from the perspective of critical discourse analysis (CDA). The theoretical foundation for this study is Norman Fairclough’s (1995) three-dimensional model of CDA which proposes CDA analyses to be conducted on three levels: descriptive, interpretative and explanatory. The analysis focuses on illustrations as indispensible companions to the text and powerful semiotic signs laden with manipulative potential. Our corpus contains 58 different products of 40 manufacturers from Serbia and abroad, with 108 packaging samples and 131 individuals depicted. The analysis has revealed that visual presentations of human bodies in functional food discourse illustrate the target consumer population in terms of its demographic characteristics. Moreover, they mirror primary motivation factors and expectations of consumers. Human representations have been found to be a powerful discursive tool which reflect the social reality, in that they illustrate a typical functional food consumer. At the same time, they produce a powerful impact on social reality given that they strive to attract target consumer groups.

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