| Summary: | The media in general, many times, are described as manipulative and creative of values and beliefs. Thinking in this way, one forgets that the speeches broadcasted for it are only reproduced, that is, in the mass media saying it always has the return of to the already-said that is constituent of the sense of all saying. In this way, it is intended to make a comparison between two discursive practical (journalistic and publicity), that turns on the subject: yogurt consumption and body care, with the intention to show that they reproduce the same speech, or better, that they speak of the same discursive position and, therefore, cannot be responsible by creating/producing speeches. Two theories will be convoked to accomplishment this article concepts that do not understand the subject in the same way: one, the Discourse Analysis of the French line (AD), anchored, mainly, in the studies of Pcheux (1997) and Orlandi (2001), and the other one, the Theory of Argumentation in Language, by Ducrot (1989), as auxiliary theory. The fact that allows in this study, that these theories so different are mixed and worked together is that the last one will be seen from a discursive point of view. In this way, one tries to evidence that even though in different supports, that is, in the case of this work, the journalistic and the publicity, its possible to broaden/to reproduce the same speech.
Key words: media, discursive practical, topos, meaning effects
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