Verbo-visual argumentation in the text genre advertisement: an analysis proposal
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Data de Publicação: | 2022 |
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Tipo de documento: | preprint |
Idioma: | por |
Título da fonte: | SciELO Preprints |
Texto Completo: | https://preprints.scielo.org/index.php/scielo/preprint/view/4845 |
Resumo: | The analysis of verbo-visual argumentation in advertising is a crucial and problematic area of research. Despite such importance, the methods used to interpret and reconstruct the structure of arguments expressed through verbal and visual media capture only isolated dimensions of this complex phenomenon. This article aims to present a methodology for the reconstruction and analysis of "dual-mode" arguments in advertisements, combining analytical tools developed by pragmatics, argumentation theory, text, and discourse linguistics. To this end, an advertisement is analyzed in five steps. The first step is the analysis of its context, textual genre, and images. The second, third, and fourth steps consist of enriching the first semantic representations through the inclusion of its polyphonic articulations and presuppositions, its explicatures, and its dialogical functions and illocutionary forces, in this order. The final step is to provide the construction of argumentation schemes. The development of this methodology may be of great value for the analysis of other verbal-visual discourse genres, including those that currently circulate in digital media. |
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Verbo-visual argumentation in the text genre advertisement: an analysis proposal Argumentação verbo-visual no gênero textual anúncio publicitário: uma proposta de análiseargumentação verbo-visualteoria da argumentaçãopragmáticagênero discursivoanúncio publicitárioverbo-visual argumentationargumentation theorypragmaticsdiscursive genreadvertisementsThe analysis of verbo-visual argumentation in advertising is a crucial and problematic area of research. Despite such importance, the methods used to interpret and reconstruct the structure of arguments expressed through verbal and visual media capture only isolated dimensions of this complex phenomenon. This article aims to present a methodology for the reconstruction and analysis of "dual-mode" arguments in advertisements, combining analytical tools developed by pragmatics, argumentation theory, text, and discourse linguistics. To this end, an advertisement is analyzed in five steps. The first step is the analysis of its context, textual genre, and images. The second, third, and fourth steps consist of enriching the first semantic representations through the inclusion of its polyphonic articulations and presuppositions, its explicatures, and its dialogical functions and illocutionary forces, in this order. The final step is to provide the construction of argumentation schemes. The development of this methodology may be of great value for the analysis of other verbal-visual discourse genres, including those that currently circulate in digital media.A análise da argumentação verbo-visual na publicidade é uma área de pesquisa: crucial e problemática. Apesar dessa importância, os métodos ainda utilizados para interpretar e reconstruir a estrutura dos argumentos expressos através de meios verbais e visuais capturam apenas dimensões isoladas desse fenômeno complexo. Este artigo objetiva, assim, apresentar uma metodologia para a reconstrução e análise de argumentos “de modo duplo” em anúncios publicitários, combinando os instrumentos analíticos desenvolvidos pela pragmática, teoria da argumentação, linguística dos textos e dos discursos. Um anúncio publicitário processa-se em cinco etapas. A primeira corresponde à análise do seu contexto, do gênero textual e das imagens (etapa 1). Essas primeiras representações semânticas são mais tarde enriquecidas através da inclusão das suas articulações polifónicas e pressuposições (etapa 2), das suas explicaturas (etapa 3) e das suas funções dialógicas e forças ilocutórias (etapa 4). Essas etapas pragmáticas propiciam a construção de esquemas de argumentação (etapa 5). O desenvolvimento desta metodologia pode vir a ser uma mais-valia para a análise de outros gêneros discursivos verbo-visuais, inclusive aqueles que circulam, na atualidade, nos meios digitais.SciELO PreprintsSciELO PreprintsSciELO Preprints2022-10-11info:eu-repo/semantics/preprintinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://preprints.scielo.org/index.php/scielo/preprint/view/484510.1590/1678-460x202253871porhttps://preprints.scielo.org/index.php/scielo/article/view/4845/9383Copyright (c) 2022 Rosalice Pinto, Fabrizio Macagnohttps://creativecommons.org/licenses/by/4.0info:eu-repo/semantics/openAccessPinto, RosaliceMacagno, Fabrizioreponame:SciELO Preprintsinstname:SciELOinstacron:SCI2022-10-10T22:16:44Zoai:ops.preprints.scielo.org:preprint/4845Servidor de preprintshttps://preprints.scielo.org/index.php/scieloONGhttps://preprints.scielo.org/index.php/scielo/oaiscielo.submission@scielo.orgopendoar:2022-10-10T22:16:44SciELO Preprints - SciELOfalse |
dc.title.none.fl_str_mv |
Verbo-visual argumentation in the text genre advertisement: an analysis proposal Argumentação verbo-visual no gênero textual anúncio publicitário: uma proposta de análise |
title |
Verbo-visual argumentation in the text genre advertisement: an analysis proposal |
spellingShingle |
Verbo-visual argumentation in the text genre advertisement: an analysis proposal Pinto, Rosalice argumentação verbo-visual teoria da argumentação pragmática gênero discursivo anúncio publicitário verbo-visual argumentation argumentation theory pragmatics discursive genre advertisements |
title_short |
Verbo-visual argumentation in the text genre advertisement: an analysis proposal |
title_full |
Verbo-visual argumentation in the text genre advertisement: an analysis proposal |
title_fullStr |
Verbo-visual argumentation in the text genre advertisement: an analysis proposal |
title_full_unstemmed |
Verbo-visual argumentation in the text genre advertisement: an analysis proposal |
title_sort |
Verbo-visual argumentation in the text genre advertisement: an analysis proposal |
author |
Pinto, Rosalice |
author_facet |
Pinto, Rosalice Macagno, Fabrizio |
author_role |
author |
author2 |
Macagno, Fabrizio |
author2_role |
author |
dc.contributor.author.fl_str_mv |
Pinto, Rosalice Macagno, Fabrizio |
dc.subject.por.fl_str_mv |
argumentação verbo-visual teoria da argumentação pragmática gênero discursivo anúncio publicitário verbo-visual argumentation argumentation theory pragmatics discursive genre advertisements |
topic |
argumentação verbo-visual teoria da argumentação pragmática gênero discursivo anúncio publicitário verbo-visual argumentation argumentation theory pragmatics discursive genre advertisements |
description |
The analysis of verbo-visual argumentation in advertising is a crucial and problematic area of research. Despite such importance, the methods used to interpret and reconstruct the structure of arguments expressed through verbal and visual media capture only isolated dimensions of this complex phenomenon. This article aims to present a methodology for the reconstruction and analysis of "dual-mode" arguments in advertisements, combining analytical tools developed by pragmatics, argumentation theory, text, and discourse linguistics. To this end, an advertisement is analyzed in five steps. The first step is the analysis of its context, textual genre, and images. The second, third, and fourth steps consist of enriching the first semantic representations through the inclusion of its polyphonic articulations and presuppositions, its explicatures, and its dialogical functions and illocutionary forces, in this order. The final step is to provide the construction of argumentation schemes. The development of this methodology may be of great value for the analysis of other verbal-visual discourse genres, including those that currently circulate in digital media. |
publishDate |
2022 |
dc.date.none.fl_str_mv |
2022-10-11 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/preprint info:eu-repo/semantics/publishedVersion |
format |
preprint |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://preprints.scielo.org/index.php/scielo/preprint/view/4845 10.1590/1678-460x202253871 |
url |
https://preprints.scielo.org/index.php/scielo/preprint/view/4845 |
identifier_str_mv |
10.1590/1678-460x202253871 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://preprints.scielo.org/index.php/scielo/article/view/4845/9383 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2022 Rosalice Pinto, Fabrizio Macagno https://creativecommons.org/licenses/by/4.0 info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2022 Rosalice Pinto, Fabrizio Macagno https://creativecommons.org/licenses/by/4.0 |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
SciELO Preprints SciELO Preprints SciELO Preprints |
publisher.none.fl_str_mv |
SciELO Preprints SciELO Preprints SciELO Preprints |
dc.source.none.fl_str_mv |
reponame:SciELO Preprints instname:SciELO instacron:SCI |
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SciELO |
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SCI |
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SCI |
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SciELO Preprints |
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SciELO Preprints |
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SciELO Preprints - SciELO |
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scielo.submission@scielo.org |
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1797047830416719872 |