Reference and Multimodality: analysis of the construction of reference in advertisements for vehicles

Detalhes bibliográficos
Autor(a) principal: da Silva, Luciene Helena
Data de Publicação: 2019
Outros Autores: de Sousa, Maria Margarete Fernandes
Tipo de documento: Artigo
Idioma: por
eng
Título da fonte: Signum: Estudos da Linguagem
Texto Completo: https://ojs.uel.br/revistas/uel/index.php/signum/article/view/35834
Resumo: The objective of this article is to analyze the construction of the referent “vehicle” in advertisements, proposing an interface between Referencing and Multimodality. For this, it follows the sociocognitive-discursive approach of Referencing (CAVALCANTE, 2011, 2012, 2015; KOCH, 2004, 2015) and uses, as a foundation on Multimodality, the Kress and van Leeuwen’s (2006) Grammar of Visual Design (GVD). It analyzes, through the compositional metafunction, formed by the subcategories value of information, salience and framing, the referential construction in four advertisements for vehicles. Considering the analyzes carried out, it concludes that the categories salience and framing occur in a complementary way in the construction of the Referent, becoming, in a way, redundant, because what is arranged in the image as a disconnected element and therefore functioning independently, coincides with what is evidenced, placed in a prominent position, most of the time, centralized in the image. Specifically, regarding the analyzed discursive genre, it concludes that the referent “vehicle” is the nucleus of visual information, confirmed by the deletion effect suffered by the elements in the background. The results obtained indicate that the visual composition maintains a direct relation with the construction of the Referent.
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spelling Reference and Multimodality: analysis of the construction of reference in advertisements for vehiclesReferenciação e Multimodalidade: análise da construção do referente em anúncios publicitários de veículosReferenciaçãoMultimodalidadeAnúncio publicitário.Língua PortuguesaThe objective of this article is to analyze the construction of the referent “vehicle” in advertisements, proposing an interface between Referencing and Multimodality. For this, it follows the sociocognitive-discursive approach of Referencing (CAVALCANTE, 2011, 2012, 2015; KOCH, 2004, 2015) and uses, as a foundation on Multimodality, the Kress and van Leeuwen’s (2006) Grammar of Visual Design (GVD). It analyzes, through the compositional metafunction, formed by the subcategories value of information, salience and framing, the referential construction in four advertisements for vehicles. Considering the analyzes carried out, it concludes that the categories salience and framing occur in a complementary way in the construction of the Referent, becoming, in a way, redundant, because what is arranged in the image as a disconnected element and therefore functioning independently, coincides with what is evidenced, placed in a prominent position, most of the time, centralized in the image. Specifically, regarding the analyzed discursive genre, it concludes that the referent “vehicle” is the nucleus of visual information, confirmed by the deletion effect suffered by the elements in the background. The results obtained indicate that the visual composition maintains a direct relation with the construction of the Referent. O presente artigo tem como objetivo analisar a construção do referente “veículo” em anúncios publicitários, propondo uma interface entre Referenciação e Multimodalidade. Para isso, segue a abordagem sociocognitivo-discursiva de Referenciação (cf. Cavalcante, 2011, 2012 e 2015); Koch, 2004, 2015) e utiliza, como fundamentação sobre a Multimodalidade, a Gramática do design visual (GDV).  Analisa, por meio da metafunção composicional, formada pelas subcategorias valor da informação, saliência e framing, a construção referencial em quatro anúncios publicitários de veículos. Diante das análises realizadas, conclui que as categorias saliência e framing ocorrem de forma complementar na construção do Referente, tornando-se, de certo modo, redundantes, pois aquilo que é disposto na imagem como elemento desconectado e, portanto, funcionando de forma independente, coincide com aquilo que é evidenciado, posto em posição destacada, na maioria das vezes, centralizado na imagem. Especificamente, quanto ao gênero discursivo analisado, percebe-se que o referente “veículo” é o núcleo da informação visual, confirmado pelo efeito de apagamento sofrido pelos elementos ao fundo. Os resultados obtidos apontam que a composição visual mantem relação direta com a construção do Referente.UEL2019-07-04info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado pelos paresapplication/pdfapplication/pdfhttps://ojs.uel.br/revistas/uel/index.php/signum/article/view/3583410.5433/2237-4876.2019v22n1p159Signum: Estudos da Linguagem; Vol. 22 No. 1 (2019): Language and meaning: textual, discursive and cognitive studies; 159-179Signum: Estudos da Linguagem; v. 22 n. 1 (2019): Linguagem e Sentido: estudos textuais, discursivos e cognitivos; 159-1792237-4876reponame:Signum: Estudos da Linguageminstname:Universidade Estadual de Londrina (UEL)instacron:UELporenghttps://ojs.uel.br/revistas/uel/index.php/signum/article/view/35834/25681https://ojs.uel.br/revistas/uel/index.php/signum/article/view/35834/25682Copyright (c) 2019 Signum: Estudos da Linguageminfo:eu-repo/semantics/openAccessda Silva, Luciene Helenade Sousa, Maria Margarete Fernandes2022-11-16T18:14:48Zoai:ojs.pkp.sfu.ca:article/35834Revistahttps://www.uel.br/revistas/uel/index.php/signumPUBhttps://www.uel.br/revistas/uel/index.php/signum/oai||signum@uel.br2237-48761516-3083opendoar:2022-11-16T18:14:48Signum: Estudos da Linguagem - Universidade Estadual de Londrina (UEL)false
dc.title.none.fl_str_mv Reference and Multimodality: analysis of the construction of reference in advertisements for vehicles
Referenciação e Multimodalidade: análise da construção do referente em anúncios publicitários de veículos
title Reference and Multimodality: analysis of the construction of reference in advertisements for vehicles
spellingShingle Reference and Multimodality: analysis of the construction of reference in advertisements for vehicles
da Silva, Luciene Helena
Referenciação
Multimodalidade
Anúncio publicitário.
Língua Portuguesa
title_short Reference and Multimodality: analysis of the construction of reference in advertisements for vehicles
title_full Reference and Multimodality: analysis of the construction of reference in advertisements for vehicles
title_fullStr Reference and Multimodality: analysis of the construction of reference in advertisements for vehicles
title_full_unstemmed Reference and Multimodality: analysis of the construction of reference in advertisements for vehicles
title_sort Reference and Multimodality: analysis of the construction of reference in advertisements for vehicles
author da Silva, Luciene Helena
author_facet da Silva, Luciene Helena
de Sousa, Maria Margarete Fernandes
author_role author
author2 de Sousa, Maria Margarete Fernandes
author2_role author
dc.contributor.author.fl_str_mv da Silva, Luciene Helena
de Sousa, Maria Margarete Fernandes
dc.subject.por.fl_str_mv Referenciação
Multimodalidade
Anúncio publicitário.
Língua Portuguesa
topic Referenciação
Multimodalidade
Anúncio publicitário.
Língua Portuguesa
description The objective of this article is to analyze the construction of the referent “vehicle” in advertisements, proposing an interface between Referencing and Multimodality. For this, it follows the sociocognitive-discursive approach of Referencing (CAVALCANTE, 2011, 2012, 2015; KOCH, 2004, 2015) and uses, as a foundation on Multimodality, the Kress and van Leeuwen’s (2006) Grammar of Visual Design (GVD). It analyzes, through the compositional metafunction, formed by the subcategories value of information, salience and framing, the referential construction in four advertisements for vehicles. Considering the analyzes carried out, it concludes that the categories salience and framing occur in a complementary way in the construction of the Referent, becoming, in a way, redundant, because what is arranged in the image as a disconnected element and therefore functioning independently, coincides with what is evidenced, placed in a prominent position, most of the time, centralized in the image. Specifically, regarding the analyzed discursive genre, it concludes that the referent “vehicle” is the nucleus of visual information, confirmed by the deletion effect suffered by the elements in the background. The results obtained indicate that the visual composition maintains a direct relation with the construction of the Referent.
publishDate 2019
dc.date.none.fl_str_mv 2019-07-04
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
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format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://ojs.uel.br/revistas/uel/index.php/signum/article/view/35834
10.5433/2237-4876.2019v22n1p159
url https://ojs.uel.br/revistas/uel/index.php/signum/article/view/35834
identifier_str_mv 10.5433/2237-4876.2019v22n1p159
dc.language.iso.fl_str_mv por
eng
language por
eng
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dc.rights.driver.fl_str_mv Copyright (c) 2019 Signum: Estudos da Linguagem
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2019 Signum: Estudos da Linguagem
eu_rights_str_mv openAccess
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application/pdf
dc.publisher.none.fl_str_mv UEL
publisher.none.fl_str_mv UEL
dc.source.none.fl_str_mv Signum: Estudos da Linguagem; Vol. 22 No. 1 (2019): Language and meaning: textual, discursive and cognitive studies; 159-179
Signum: Estudos da Linguagem; v. 22 n. 1 (2019): Linguagem e Sentido: estudos textuais, discursivos e cognitivos; 159-179
2237-4876
reponame:Signum: Estudos da Linguagem
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instname_str Universidade Estadual de Londrina (UEL)
instacron_str UEL
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reponame_str Signum: Estudos da Linguagem
collection Signum: Estudos da Linguagem
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