Dialogism and Polyphony: A Perspective on the Interrogative Utterance in Advertising Discourse

• Autor(a) principal: Diogo, Nildo Eugénio
• Data de Publicação: 2023
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: https://doi.org/10.21747/21833958/red13a1
• topic: Dialogismo; Polifonia; Interrogativas; Publicidade; Dialogism; Polyphony; Interrogatives; Advertising

In this article, our aim is to address dialogism and polyphony and analyze their co-occurrence in advertising discourse through selected interrogative utterances from the Facebook pages of tourist-hotel establishments and airline companies. Bakhtin (1977) considers dialogue an important form of interaction but understands that interactive potential extends to all discourses, even those not inherently interactive. In this sense, according to Bakhtin, all genres are dialogic. Building on this notion, dialogism occurs between texts or even between interlocutors within discourse, a process that typically manifests through a plurality of 'voices,' thereby bringing polyphony into play. Polyphony (Ducrot (1988; 1987)) focuses on staging the various voices occurring in the utterance. The realm of interrogatives is vast; thus, interrogation and questioning may not necessarily refer to the same thing. According to Rodrigues (1998, p.12), interrogation relates “apenas ao aspeto formal de um enunciado, enquanto o conceito de pergunta releva do âmbito pragmático,” a domain of this study. The results seem to indicate that dialogism and polyphony enhance interaction among discourse interlocutors through various discursive strategies, including interrogative utterances. These function as a powerful discursive mechanism in advertising, as they mitigate the distance and tension between the Speaker and the Addressee.