A utilização do léxico nos anúncios de cerveja: efeitos de sentido

• Autor(a) principal: Bombonato, Denize Daniela de Freitas
• Data de Publicação: 2015
• Tipo de documento: Trabalho de conclusão de curso
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da PUC_SP
• Texto Completo: https://repositorio.pucsp.br/jspui/handle/handle/33855
• topic: CNPQ::LINGUISTICA, LETRAS E ARTES::LETRAS::LINGUA PORTUGUESA; Discurso publicitário; Léxico; Produção de sentidos; Análise do discurso; Multimodalidade; Advertising discourse; Lexicon; Senses production; Discourse analysis multimodality

This work is situated in three areas of knowledge: Advertising, Portuguese language and the Discourse Analysis. We are constantly persecuted by ads and advertisements in our daily lives. In the ads, the speech wants more than a simple communication: it wants to sell a product. Made as a multimodal gender and we know that the discourse is the ideological representation of a class, this kind of gender deserves a further analysis connecting the lexical choice with nonverbal language, making some senses proposed by the editors. The ads that were used for this work are circulating in printed media and especially, in the Internet. The general objective is to contribute to the studies related to the readability and understanding of the senses produced by this kind of text, which multimodal and lexical complete each other. The specific objectives are: 1. demonstrate how lexical choice strongly reflects the standard of the current Brazilian society; 2. check how the nonverbal associated with the lexicon reflects the Brazilian cultural point of view; 3. analyze what are ideological and discursive meanings produced by gender ad, more specifically, beer ads. The results show that: 1.the most part of the lexicon in beer ads is intentionally ambiguous; 2. the specific language used in beer ads, verbal or nonverbal, reflects the imagination of most Brazilian men/women