Persuasão e multimodalidade na construção da identidade feminina na propaganda de produtos de beleza: uma perspectiva sistêmico-funcional

• Autor(a) principal: Cunha, Viviane Yamane da
• Data de Publicação: 2016
• Tipo de documento: Tese
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da PUC_SP
• Texto Completo: https://tede2.pucsp.br/handle/handle/19502
• topic: Propaganda; Produtos de beleza; Persuasão; Advertising; Beauty products; Persuasion; CNPQ::LINGUISTICA, LETRAS E ARTES::LINGUISTICA::LINGUISTICA APLICADA

The purpose of this doctoral thesis is the critical examination of persuasion that appear in the ads of beauty products aimed at women, carried on the various sectors of the media, focusing on multimodality that serves it as a means of advertising and ultimately determines the identity of the Brazilian women. The current advertisements are less interested in advertising listing objective properties of objects than linking the product to any entity, effect or person, creating a fusion involving an uncharacterized product with desirable properties. Persuasion, then counts on the creation of a textual world, built on the legitimization phenomenon through strategies employed to justify the course of action, making it legitimate, as well built on the intersubjectivity, which the notion of evaluation involves not only the subjective dimension, but also the intersubjective commitment to other subjectivities. In this world, the ideological metaphor disguising social processes underlying the text, determines its interpretation, and is therefore found in persuasive types of speech such as advertising. This world also has the assistance of the images in the persuasive process that underlies the analyzed advertisements. The research is mainly based on Systemic Functional Linguistics (SFL), a multifunctional theory that assigns three semantic functions (or metafunctions) to language: ideational (referring to the topic); interpersonal (referring to the interaction between speaker and listener) and textual (referring to the construction of the text, taking into account the other two metafunctions). SFL encompasses the appraisal system, the author's evaluation of the text and of the interlocutor. The research should answer the following questions: (a) How is the verb-visual relationship created in advertising beauty products aimed at women? (b) What implicit and explicit ideological aspects can be detected in such discourse? (c) How can the ideological metaphor reveal such aspects?