This paper examines body images as the product of normative, moral and commercial discourses on the body. Understand how «obesity», «slim» and «fit»are not only empirical characteristics of regulated/unregulated bodies, but the effect of discourses about bodies is the main aim of a content analysis of the impact of advertising in the self-identities construction. Social representations of the body and body practices will be studied in relationship with the impact of consumer society. We examine how food advertising stresses the importance of body image and how they create a convincing link between health and body shape. A documental corpus of an advertisement campaign of bran flakes was used, from which some relevant semiotic materials, including images, concerning the body and health were selected. We proceed to the discursive analysis in order to selectively analyze the presence of the body and health discourse and assess which arguments it is used. We have selected three broad topics for extracting content: what are the predominant themes of the message and the real and potential target audiences of advertising, health promotion arguments and images of sport used? What’s the aim of the food information and vigilance in the creation of a health promoting self? What’s the attention paid to the social and environmental contexts in which people live out their lives?