Media Language and its Plural Semiotics: Representation of the Figure of “Xuxa Meneghel” in Chilean Publicity

This article aims to analyze, based on the principles of Applied Linguistics (AL), the media representation in the face of the return of the presenter Xuxa to the Chilean advertising market, through a commercial for a mobile phone brand. In the neighboring country, Xuxa's return caused a resounding success, gaining worldwide repercussion, even surpassing the golden times of the children's songs of that artist. The Theoretical Foundation finds interdisciplinarity among different currents of discursive language studies its main reference for microanalysis. The methodology is of a qualitative and documentary approach. The data reveal a mediatic return marked by the ideology of an artist wrapped in an unattainable affective memory, which also guarantees her wide commercial receptivity in other countries of the world.