Sujetos, cosas y publicidad. Entre el éxito social y la discriminación

In the current socioeconomic system, that is heir of the industrial revolutions, the subjects-object are valuable whereas products, since the persons are the objects of transaction. The current man is the target for companies. Products, services, ideas, etc., that become commercialized, are means to reach to the real product: the man. The present work tackles a semiotic study on a sample of current television advertising, with the aim to analyse the dissolution of the differences between subjects and objects that appear in the advertising discourse. All this comports the apparent disappearance of the differences of class and the underlying effective been of the social inequalities. Current advertising, its discourse, guides us to the mock social success, but intensify the real discrimination through his ideological framework.