title: [Life cannot consist of dreams alone: reflections on advertising and a healthy diet].
abstract: In this essay we present some thoughts on advertising and a healthy diet in the contemporary world, where consumption plays a highly relevant role. We seek to emphasize two aspects, among many others yet to be explored in the scientific literature in the food and nutritional field: the hegemony of the biomedical paradigm and the fragmentation of human life when advertising campaigns associate food with the idea of a healthy diet. We believe that we cannot merely live through advertisements in which our desires are triggered constantly and where the world is only dreams and the main goal is to sell more and earn more, even using some strategies for dissemination of biomedical and nutritional information. In our opinion, the merger between diet and health, i.e. a healthy diet, must involve enlightenment of the individual including information on quality in the context of social life in order to achieve the ideal of happiness. Individuals whose identities are fully formed both in dreams and reality can boldly seek knowledge and think about themselves in the world context, as well as zeal for their diet and health.
authors.affiliation: Programa de Pós-Graduação em Alimentação Nutrição e Saúde, Núcleo de Estudos sobre Cultura e Alimentação, Instituto de Nutrição, Universidade do Estado do Rio de Janeiro, Rio de Janeiro, RJ.
authors.forename: Andréa Siliveste Brasil
authors.initials: AS
authors.lastname: Villagelim
authors.forename: Shirley Donizete
authors.initials: SD
authors.lastname: Prado
authors.forename: Ricardo Ferreira
authors.initials: RF
authors.lastname: Freitas
authors.forename: Maria Claudia da Veiga Soares
authors.initials: MC
authors.lastname: Carvalho
authors.forename: Claudia Olsieski da
authors.initials: CO
authors.lastname: Cruz
authors.forename: Juliana
authors.initials: J
authors.lastname: Klotz
authors.forename: Gesseldo de Brito
authors.initials: Gde B
authors.lastname: Freire
mesh_terms: D000329:Advertising; D004032:Diet; D005247:Feeding Behavior; D006801:Humans