Metonímia e metadiscurso no anúncio publicitário multimodal – slogan: um enfoque da Linguística Sistêmico-Funcional

Detalhes bibliográficos
Autor(a) principal: Moura, Fátima Aparecida Lopes de
Data de Publicação: 2019
Tipo de documento: Dissertação
Idioma: por
Título da fonte: Biblioteca Digital de Teses e Dissertações da PUC_SP
Texto Completo: https://tede2.pucsp.br/handle/handle/22109
Resumo: The objective of this master's dissertation is the examination of the persuasion that runs through the multimodal verbal-visual advertising in slogans for beauty products, focusing on the contribution of images, metadiscourse (MD) and conceptual metonymy. Advertising has been represented as a continuum of functions, flowing between information and manipulation, often resorting to the communication implied in its persuasive process. The slogan is a short phrase easy-to- memorize phrase, often used in commercial advertising or political, religious propaganda, etc., often using the multimodal text. The phenomenon of the multimodal text is a challenge for discourse analysts, particularly for those working with linguistic tools shaped into the verbal text. However, it is necessary to understand more about the contribution of different modes in our practices of semiotic changes. The MD focuses our attention on the aspects of a tex t that organize speech, engage the audience and signal the attitude of the writer. In this sense, the communicative intention is restricted to focusing strategies of persuasion in which issues as coherence, a function that is crucial for MD. Besides, metonymy is considered fundamental in the construction of verbal-visual meaning, as this trope, in addition to being, in Peircean terms, iconic, is also indicative both for the representation of objects and events and for abstract concepts. In this second sense, metonymy is a cognitive process that evokes a frame, allowing the addressed to infer the implicit content of the message through verbal cues, with support of their cultural knowledge as well as the immediate context of communication. Methodologically, the research counts on the visual and socio-semiotic grammar as well as Systemic-Functional Linguistics (SFL) and answers the following questions(a) how can LSF approach contribute to the analysis of the verbal-visual persuasive (image and color) of the slogans? (b) what is the role of metadiscourse in this process? (c) what is the role of the relationship between metonymy and slogan in this process? The results show that advertising slogans have the support of metadiscourse, involving self-reflexive expressions, used to negotiate interactional meanings in the text, helping writers (producers) to express their point of view and to interact persuasively with the readers. Along with it, images complement the persuasive process, counting on the contribution of the conceptual metonymy that assists in capturing the message, even in minute extensions of a slogan, thanks to its power to evoke the implied message via the reader's frame
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spelling Ikeda, Sumiko Nishitanihttp://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K8973729E2Moura, Fátima Aparecida Lopes de2019-04-26T12:35:32Z2019-03-18Moura, Fátima Aparecida Lopes de. Metonímia e metadiscurso no anúncio publicitário multimodal – slogan: um enfoque da Linguística Sistêmico-Funcional. 2019. 73 f. Dissertação (Mestrado em Linguística Aplicada e Estudos da Linguagem) - Programa de Estudos Pós-Graduados em Linguística Aplicada e Estudos da Linguagem, Pontifícia Universidade Católica de São Paulo, São Paulo, 2019.https://tede2.pucsp.br/handle/handle/22109The objective of this master's dissertation is the examination of the persuasion that runs through the multimodal verbal-visual advertising in slogans for beauty products, focusing on the contribution of images, metadiscourse (MD) and conceptual metonymy. Advertising has been represented as a continuum of functions, flowing between information and manipulation, often resorting to the communication implied in its persuasive process. The slogan is a short phrase easy-to- memorize phrase, often used in commercial advertising or political, religious propaganda, etc., often using the multimodal text. The phenomenon of the multimodal text is a challenge for discourse analysts, particularly for those working with linguistic tools shaped into the verbal text. However, it is necessary to understand more about the contribution of different modes in our practices of semiotic changes. The MD focuses our attention on the aspects of a tex t that organize speech, engage the audience and signal the attitude of the writer. In this sense, the communicative intention is restricted to focusing strategies of persuasion in which issues as coherence, a function that is crucial for MD. Besides, metonymy is considered fundamental in the construction of verbal-visual meaning, as this trope, in addition to being, in Peircean terms, iconic, is also indicative both for the representation of objects and events and for abstract concepts. In this second sense, metonymy is a cognitive process that evokes a frame, allowing the addressed to infer the implicit content of the message through verbal cues, with support of their cultural knowledge as well as the immediate context of communication. Methodologically, the research counts on the visual and socio-semiotic grammar as well as Systemic-Functional Linguistics (SFL) and answers the following questions(a) how can LSF approach contribute to the analysis of the verbal-visual persuasive (image and color) of the slogans? (b) what is the role of metadiscourse in this process? (c) what is the role of the relationship between metonymy and slogan in this process? The results show that advertising slogans have the support of metadiscourse, involving self-reflexive expressions, used to negotiate interactional meanings in the text, helping writers (producers) to express their point of view and to interact persuasively with the readers. Along with it, images complement the persuasive process, counting on the contribution of the conceptual metonymy that assists in capturing the message, even in minute extensions of a slogan, thanks to its power to evoke the implied message via the reader's frameO objetivo desta dissertação de mestrado é o exame da persuasão que percorre o anúncio publicitário multimodal verbo-visual em slogans para produtos de beleza, tendo como foco a contribuição das imagens, do metadiscurso (MD) e da metonímia conceptual. A publicidade tem sido representada como um continuum de funções, flutuando entre informação e manipulação, frequentemente recorrendo à comunicação implícita em seu processo persuasivo. O slogan é uma frase curta, de fácil memorização, usada com frequência em publicidade comercial ou propaganda política, religiosa, etc., recorrendo frequentemente ao texto multimodal. O fenômeno do texto composto ou multimodal é um desafio para analistas do discurso, particularmente para os que trabalham com ferramentas linguísticas moldadas para o texto verbal. Mas é preciso compreender mais sobre a contribuição de diferentes modos nas nossas práticas da semiótica em mutação. O MD focaliza nossa atenção sobre os aspectos de um texto que organizam o discurso, engajam a audiência e sinalizam a atitude do escritor. Nesse sentido, a intenção comunicativa restringe-se a enfocar estratégias de persuasão em que é crucial a questão da coerência, função a que se presta o MD. Ao seu lado, a metonímia é considerada fundamental na construção do significado verbo-visual, na medida em que esse tropo, além de ser, em termos peirceanos, icônica, é também indicial tanto para representação de objetos e eventos quanto de conceitos abstratos. Nesta segunda acepção, a metonímia é um processo cognitivo que evoca um frame, permitindo ao endereçado inferir o conteúdo implícito da mensagem por meio de pistas verbo-visuais, com apoio do seu conhecimento cultural bem como do contexto imediato de comunicação. Metodologicamente, a pesquisa conta com a gramática visual sociossemiótica bem como com a Linguística Sistêmico-Funcional e responde às seguintes perguntas: (a) de que modo a LSF pode contribuir na análise do processo persuasivo verbo-visual (imagem e cor) dos slogans? (b) que função tem o metadiscurso nesse processo? (c) qual é a função da relação entre metonímia e slogan nesse processo? Os resultados mostram que os slogans publicitários tem o apoio do metadiscurso, envolvendo expressões autorreflexivas, usado para negociar significados interacionais no texto, auxiliando o produtor a expressar seu ponto de vista e a interagir persuasivamente com os leitores. Por seu lado, as imagens complementam o processo persuasivo, contando para isso com contribuição da metonímia conceptual que auxilia na captação da mensagem, mesmo em extensões diminutas de um slogan, graças ao seu poder de evocar a mensagem implícita via frame do leitorCoordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPESapplication/pdfhttp://tede2.pucsp.br/tede/retrieve/48804/F%c3%a1tima%20Aparecida%20Lopes%20de%20Moura.pdf.jpgporPontifícia Universidade Católica de São PauloPrograma de Estudos Pós-Graduados em Linguística Aplicada e Estudos da LinguagemPUC-SPBrasilFaculdade de Filosofia, Comunicação, Letras e ArtesPublicidade multimodal verbo-visualPersuasãoSloganMultimodal verbal-visual advertisingPersuasionMetadiscourseCNPQ::LINGUISTICA, LETRAS E ARTES::LINGUISTICA::LINGUISTICA APLICADAMetonímia e metadiscurso no anúncio publicitário multimodal – slogan: um enfoque da Linguística Sistêmico-Funcionalinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisinfo:eu-repo/semantics/openAccessreponame:Biblioteca Digital de Teses e Dissertações da PUC_SPinstname:Pontifícia Universidade Católica de São Paulo (PUC-SP)instacron:PUC_SPTEXTFátima Aparecida Lopes de Moura.pdf.txtFátima Aparecida Lopes de Moura.pdf.txtExtracted texttext/plain132601https://repositorio.pucsp.br/xmlui/bitstream/handle/22109/4/F%c3%a1tima%20Aparecida%20Lopes%20de%20Moura.pdf.txte470319f072bcd0c9ab70e01795baf27MD54LICENSElicense.txtlicense.txttext/plain; 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dc.title.por.fl_str_mv Metonímia e metadiscurso no anúncio publicitário multimodal – slogan: um enfoque da Linguística Sistêmico-Funcional
title Metonímia e metadiscurso no anúncio publicitário multimodal – slogan: um enfoque da Linguística Sistêmico-Funcional
spellingShingle Metonímia e metadiscurso no anúncio publicitário multimodal – slogan: um enfoque da Linguística Sistêmico-Funcional
Moura, Fátima Aparecida Lopes de
Publicidade multimodal verbo-visual
Persuasão
Slogan
Multimodal verbal-visual advertising
Persuasion
Metadiscourse
CNPQ::LINGUISTICA, LETRAS E ARTES::LINGUISTICA::LINGUISTICA APLICADA
title_short Metonímia e metadiscurso no anúncio publicitário multimodal – slogan: um enfoque da Linguística Sistêmico-Funcional
title_full Metonímia e metadiscurso no anúncio publicitário multimodal – slogan: um enfoque da Linguística Sistêmico-Funcional
title_fullStr Metonímia e metadiscurso no anúncio publicitário multimodal – slogan: um enfoque da Linguística Sistêmico-Funcional
title_full_unstemmed Metonímia e metadiscurso no anúncio publicitário multimodal – slogan: um enfoque da Linguística Sistêmico-Funcional
title_sort Metonímia e metadiscurso no anúncio publicitário multimodal – slogan: um enfoque da Linguística Sistêmico-Funcional
author Moura, Fátima Aparecida Lopes de
author_facet Moura, Fátima Aparecida Lopes de
author_role author
dc.contributor.advisor1.fl_str_mv Ikeda, Sumiko Nishitani
dc.contributor.authorLattes.fl_str_mv http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K8973729E2
dc.contributor.author.fl_str_mv Moura, Fátima Aparecida Lopes de
contributor_str_mv Ikeda, Sumiko Nishitani
dc.subject.eng.fl_str_mv Publicidade multimodal verbo-visual
Persuasão
Slogan
Multimodal verbal-visual advertising
Persuasion
Metadiscourse
topic Publicidade multimodal verbo-visual
Persuasão
Slogan
Multimodal verbal-visual advertising
Persuasion
Metadiscourse
CNPQ::LINGUISTICA, LETRAS E ARTES::LINGUISTICA::LINGUISTICA APLICADA
dc.subject.cnpq.fl_str_mv CNPQ::LINGUISTICA, LETRAS E ARTES::LINGUISTICA::LINGUISTICA APLICADA
description The objective of this master's dissertation is the examination of the persuasion that runs through the multimodal verbal-visual advertising in slogans for beauty products, focusing on the contribution of images, metadiscourse (MD) and conceptual metonymy. Advertising has been represented as a continuum of functions, flowing between information and manipulation, often resorting to the communication implied in its persuasive process. The slogan is a short phrase easy-to- memorize phrase, often used in commercial advertising or political, religious propaganda, etc., often using the multimodal text. The phenomenon of the multimodal text is a challenge for discourse analysts, particularly for those working with linguistic tools shaped into the verbal text. However, it is necessary to understand more about the contribution of different modes in our practices of semiotic changes. The MD focuses our attention on the aspects of a tex t that organize speech, engage the audience and signal the attitude of the writer. In this sense, the communicative intention is restricted to focusing strategies of persuasion in which issues as coherence, a function that is crucial for MD. Besides, metonymy is considered fundamental in the construction of verbal-visual meaning, as this trope, in addition to being, in Peircean terms, iconic, is also indicative both for the representation of objects and events and for abstract concepts. In this second sense, metonymy is a cognitive process that evokes a frame, allowing the addressed to infer the implicit content of the message through verbal cues, with support of their cultural knowledge as well as the immediate context of communication. Methodologically, the research counts on the visual and socio-semiotic grammar as well as Systemic-Functional Linguistics (SFL) and answers the following questions(a) how can LSF approach contribute to the analysis of the verbal-visual persuasive (image and color) of the slogans? (b) what is the role of metadiscourse in this process? (c) what is the role of the relationship between metonymy and slogan in this process? The results show that advertising slogans have the support of metadiscourse, involving self-reflexive expressions, used to negotiate interactional meanings in the text, helping writers (producers) to express their point of view and to interact persuasively with the readers. Along with it, images complement the persuasive process, counting on the contribution of the conceptual metonymy that assists in capturing the message, even in minute extensions of a slogan, thanks to its power to evoke the implied message via the reader's frame
publishDate 2019
dc.date.accessioned.fl_str_mv 2019-04-26T12:35:32Z
dc.date.issued.fl_str_mv 2019-03-18
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
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dc.identifier.citation.fl_str_mv Moura, Fátima Aparecida Lopes de. Metonímia e metadiscurso no anúncio publicitário multimodal – slogan: um enfoque da Linguística Sistêmico-Funcional. 2019. 73 f. Dissertação (Mestrado em Linguística Aplicada e Estudos da Linguagem) - Programa de Estudos Pós-Graduados em Linguística Aplicada e Estudos da Linguagem, Pontifícia Universidade Católica de São Paulo, São Paulo, 2019.
dc.identifier.uri.fl_str_mv https://tede2.pucsp.br/handle/handle/22109
identifier_str_mv Moura, Fátima Aparecida Lopes de. Metonímia e metadiscurso no anúncio publicitário multimodal – slogan: um enfoque da Linguística Sistêmico-Funcional. 2019. 73 f. Dissertação (Mestrado em Linguística Aplicada e Estudos da Linguagem) - Programa de Estudos Pós-Graduados em Linguística Aplicada e Estudos da Linguagem, Pontifícia Universidade Católica de São Paulo, São Paulo, 2019.
url https://tede2.pucsp.br/handle/handle/22109
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dc.publisher.none.fl_str_mv Pontifícia Universidade Católica de São Paulo
dc.publisher.program.fl_str_mv Programa de Estudos Pós-Graduados em Linguística Aplicada e Estudos da Linguagem
dc.publisher.initials.fl_str_mv PUC-SP
dc.publisher.country.fl_str_mv Brasil
dc.publisher.department.fl_str_mv Faculdade de Filosofia, Comunicação, Letras e Artes
publisher.none.fl_str_mv Pontifícia Universidade Católica de São Paulo
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