The Demand of the Other and the Imaginary: Pepsi Advertisements on Sites about Advertising

Abstract This article aims to show how the Brainstorm9 and Advertising Geek websites produce and circulate meanings about Pepsi advertisements, particularly with regard to the subject's demand and the imaginary about Pepsi and the consumer-subject. For this, concepts of Psychoanalysis were mobilized in its interface with Pecheux's Discourse Analysis. The analysis of the corpus did not result directly from the analysis of the advertisements, but from the image that the comments on the sites create of them. It was concluded that there is a script pre-defined by the brand positioning through which the subject must tread, remaining only on demand and silencing the desire.