I let the world pinker – one analysis of evaluative instances

Detalhes bibliográficos
Autor(a) principal: Rodrigues, Daniela Leite
Data de Publicação: 2011
Outros Autores: Cabral, Sara Regina Scotta
Tipo de documento: Artigo
Idioma: por
Título da fonte: letrônica
Texto Completo: https://revistaseletronicas.pucrs.br/ojs/index.php/letronica/article/view/7341
Resumo: The advertisement is a discourse genre that integrates visual and linguistic strategies, aiming at persuading an idealized target audience. For this reason, it has appropriate elements for analysis, both linguistic and critical. In this sense, the present study has the objective to examine the verbal and nonverbal elements in the advertisement Eu deixo o mundo mais pink (Revista Capricho, nov./2009). In order to study the visual aspects, we based on concepts of multimodality of Kress and van Leeuwen (1996) and, through these concepts, we consider the layout, the disposition of images, what is being portrayed and what colors stand out. We also aim to identify the attitudinal evaluations in the verbal text and in the construction of the meaning of advertisement as a whole. We used the theoretical principles of Systemic Functional Grammar of Halliday and especially the Appraisal Theory (MARTIN and WHITE, 2005). It was possible to find at this moment two evaluative stances in the corpus: (1) at the level of verbal text, the judgment for social esteem is highlighted; (2) the values of appraisal predominate in confronting the verbal text to the layout structure of advertisement.
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spelling I let the world pinker – one analysis of evaluative instancesEu deixo o mundo mais pink – Uma análise das instâncias avaliativasappraisalnonverbal textjudgmentappreciationavaliatividadetexto não verbaljulgamentoapreciaçãoThe advertisement is a discourse genre that integrates visual and linguistic strategies, aiming at persuading an idealized target audience. For this reason, it has appropriate elements for analysis, both linguistic and critical. In this sense, the present study has the objective to examine the verbal and nonverbal elements in the advertisement Eu deixo o mundo mais pink (Revista Capricho, nov./2009). In order to study the visual aspects, we based on concepts of multimodality of Kress and van Leeuwen (1996) and, through these concepts, we consider the layout, the disposition of images, what is being portrayed and what colors stand out. We also aim to identify the attitudinal evaluations in the verbal text and in the construction of the meaning of advertisement as a whole. We used the theoretical principles of Systemic Functional Grammar of Halliday and especially the Appraisal Theory (MARTIN and WHITE, 2005). It was possible to find at this moment two evaluative stances in the corpus: (1) at the level of verbal text, the judgment for social esteem is highlighted; (2) the values of appraisal predominate in confronting the verbal text to the layout structure of advertisement.A propaganda, por ser um gênero discursivo que integra estratégias linguísticas e visuais visando à persuasão de um público-alvo idealizado, apresenta elementos passíveis de análise, tanto linguística quanto crítica. Nesse sentido, o presente trabalho objetiva examinar os elementos verbais e não verbais presentes na propaganda Eu deixo o mundo mais pink (Revista Capricho, nov./2009). Para o estudo dos aspectos visuais, tomamos como base os conceitos da multimodalidade de Kress e van Leeuwen (1996) e, por meio desses, levamos em consideração o layout da página, a disposição das imagens, o que está sendo retratado e que cores se sobressaem. Visamos, também, a identificar as avaliações atitudinais presentes no texto verbal e na construção do sentido da propaganda como um todo. Para tanto, utilizamos os pressupostos teóricos da Gramática Sistêmico-Funcional de Halliday e, sobretudo, a Teoria da Avaliatividade (MARTIN e WHITE, 2005). Foi possível constatar, até o momento, duas instâncias avaliativas no corpus: (1) no nível do texto verbal, destaca-se o julgamento por estima social; (2) os valores da apreciação prevalecem ao confrontarmos o texto verbal à estruturação do layout da propaganda.Editora da PUCRS - ediPUCRS2011-01-24info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://revistaseletronicas.pucrs.br/ojs/index.php/letronica/article/view/7341Letrônica; Vol. 3 No. 2 (2010): Interfaces; 17-28Letrônica; v. 3 n. 2 (2010): Interfaces; 17-281984-4301reponame:letrônicainstname:Pontifícia Universidade Católica do Rio Grande do Sul (PUCRS)instacron:PUC_RSporhttps://revistaseletronicas.pucrs.br/ojs/index.php/letronica/article/view/7341/5922Rodrigues, Daniela LeiteCabral, Sara Regina Scottainfo:eu-repo/semantics/openAccess2017-02-15T18:08:40Zoai:ojs.revistaseletronicas.pucrs.br:article/7341Revistahttps://revistaseletronicas.pucrs.br/ojs/index.php/letronicaPRIhttps://revistaseletronicas.pucrs.br/ojs/index.php/letronica/oailetronica@pucrs.br||ivanetemileski@gmail.com1984-43011984-4301opendoar:2017-02-15T18:08:40letrônica - Pontifícia Universidade Católica do Rio Grande do Sul (PUCRS)false
dc.title.none.fl_str_mv I let the world pinker – one analysis of evaluative instances
Eu deixo o mundo mais pink – Uma análise das instâncias avaliativas
title I let the world pinker – one analysis of evaluative instances
spellingShingle I let the world pinker – one analysis of evaluative instances
Rodrigues, Daniela Leite
appraisal
nonverbal text
judgment
appreciation
avaliatividade
texto não verbal
julgamento
apreciação
title_short I let the world pinker – one analysis of evaluative instances
title_full I let the world pinker – one analysis of evaluative instances
title_fullStr I let the world pinker – one analysis of evaluative instances
title_full_unstemmed I let the world pinker – one analysis of evaluative instances
title_sort I let the world pinker – one analysis of evaluative instances
author Rodrigues, Daniela Leite
author_facet Rodrigues, Daniela Leite
Cabral, Sara Regina Scotta
author_role author
author2 Cabral, Sara Regina Scotta
author2_role author
dc.contributor.author.fl_str_mv Rodrigues, Daniela Leite
Cabral, Sara Regina Scotta
dc.subject.por.fl_str_mv appraisal
nonverbal text
judgment
appreciation
avaliatividade
texto não verbal
julgamento
apreciação
topic appraisal
nonverbal text
judgment
appreciation
avaliatividade
texto não verbal
julgamento
apreciação
description The advertisement is a discourse genre that integrates visual and linguistic strategies, aiming at persuading an idealized target audience. For this reason, it has appropriate elements for analysis, both linguistic and critical. In this sense, the present study has the objective to examine the verbal and nonverbal elements in the advertisement Eu deixo o mundo mais pink (Revista Capricho, nov./2009). In order to study the visual aspects, we based on concepts of multimodality of Kress and van Leeuwen (1996) and, through these concepts, we consider the layout, the disposition of images, what is being portrayed and what colors stand out. We also aim to identify the attitudinal evaluations in the verbal text and in the construction of the meaning of advertisement as a whole. We used the theoretical principles of Systemic Functional Grammar of Halliday and especially the Appraisal Theory (MARTIN and WHITE, 2005). It was possible to find at this moment two evaluative stances in the corpus: (1) at the level of verbal text, the judgment for social esteem is highlighted; (2) the values of appraisal predominate in confronting the verbal text to the layout structure of advertisement.
publishDate 2011
dc.date.none.fl_str_mv 2011-01-24
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://revistaseletronicas.pucrs.br/ojs/index.php/letronica/article/view/7341
url https://revistaseletronicas.pucrs.br/ojs/index.php/letronica/article/view/7341
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://revistaseletronicas.pucrs.br/ojs/index.php/letronica/article/view/7341/5922
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Editora da PUCRS - ediPUCRS
publisher.none.fl_str_mv Editora da PUCRS - ediPUCRS
dc.source.none.fl_str_mv Letrônica; Vol. 3 No. 2 (2010): Interfaces; 17-28
Letrônica; v. 3 n. 2 (2010): Interfaces; 17-28
1984-4301
reponame:letrônica
instname:Pontifícia Universidade Católica do Rio Grande do Sul (PUCRS)
instacron:PUC_RS
instname_str Pontifícia Universidade Católica do Rio Grande do Sul (PUCRS)
instacron_str PUC_RS
institution PUC_RS
reponame_str letrônica
collection letrônica
repository.name.fl_str_mv letrônica - Pontifícia Universidade Católica do Rio Grande do Sul (PUCRS)
repository.mail.fl_str_mv letronica@pucrs.br||ivanetemileski@gmail.com
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