ENGLISH TITLE: The shape of milk: eros and reality

ABSTRACT: Food advertising seems to be in a crisis because of reasons that depend on the deep social changes regarding both advertising and food. Analyzing a specific product as it is milk, however, interesting points emerge: from mediatisation of food to deepest anthropological structures of our imaginary. It’s not only a problem of identifying the valorisation strategies (practical, critical, ludic and utopic); milk advertising shows the relations that it has with ancestral meanings (maternity, naturality) and with other substances — blood, wine and sperm — each time creating contractual or conflicted relations.

KEYWORDS: milk; blood; sperm; advertising; reality.