Multimodal representations in the Pantene advertisement

Detalhes bibliográficos
Autor(a) principal: Santos, Zaira Bonfante dos
Data de Publicação: 2023
Outros Autores: Nepomuceno, Arlete Ribeiro, Paes, Vera Lúcia Viana de, Santos, Karla Mariana Souza e
Tipo de documento: Artigo
Idioma: por
Título da fonte: Acta Scientiarum. Language and Culture (Online)
Texto Completo: https://periodicos.uem.br/ojs/index.php/ActaSciLangCult/article/view/62732
Resumo: This article aims to verify how Pantene's hair products are represented in the advertising discourse, aiming to boost the brand and consumption. In a qualitative-interpretative approach, two Pantene advertisements, extracted from the online environment, are analyzed. The analysis is anchored in the analytical categories proposed by Systemic Functional Grammar (SFG), based on Halliday and Matthiessen (2014), and by the Grammar of Visual Design (GDV), proposed by Kress and van Leeuwen (2021). It is concluded that sense-making emerges from the interaction of several semiotic modes, of which, each is responsible for a communicative task, but are interdependent on each other. The results point to multisignificative constructions, marked by material, mental and relational processes and by the choice of the discursive functions of statement, question and command, associated with visual semiotics, building representations of status, glamour, patriotism, seduction, softness, brightness and beauty.
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spelling Multimodal representations in the Pantene advertisementRepresentações multimodais em peças publicitárias da Pantenemultimodalidade; anúncio; semiótica.multimodality; advertisement; semiotics.This article aims to verify how Pantene's hair products are represented in the advertising discourse, aiming to boost the brand and consumption. In a qualitative-interpretative approach, two Pantene advertisements, extracted from the online environment, are analyzed. The analysis is anchored in the analytical categories proposed by Systemic Functional Grammar (SFG), based on Halliday and Matthiessen (2014), and by the Grammar of Visual Design (GDV), proposed by Kress and van Leeuwen (2021). It is concluded that sense-making emerges from the interaction of several semiotic modes, of which, each is responsible for a communicative task, but are interdependent on each other. The results point to multisignificative constructions, marked by material, mental and relational processes and by the choice of the discursive functions of statement, question and command, associated with visual semiotics, building representations of status, glamour, patriotism, seduction, softness, brightness and beauty.Este artigo objetiva verificar como produtos capilares da marca Pantene são representados no discurso midiático da publicidade, visando a impulsionar a marca e o consumo. Numa abordagem de cunho qualitativo-interpretativo, analisam-se duas peças publicitárias da Pantene, extraídas do ambiente on-line. A análise ancora-se nas categorias analíticas propostas pelas Gramática Sistêmico-Funcional (GSF), fundamentada em Halliday e Matthiessen (2014), e pela Gramática do Design Visual (GDV), proposta por Kress e van Leeuwen (2021). Conclui-se que a produção de sentidos emerge da interação de vários modos semióticos, dos quais, cada um é responsável por uma tarefa comunicativa, mas são interdependentes entre si. Os resultados apontam para construções multissignificativas, marcadas por processos materiais, mentais e relacionais e pela escolha das funções discursivas de declaração, pergunta e comando, associados às semioses visuais, construindo representações de status, glamour, patriotismo, sedução, maciez, brilho e beleza.Universidade Estadual De Maringá2023-06-07info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://periodicos.uem.br/ojs/index.php/ActaSciLangCult/article/view/6273210.4025/actascilangcult.v45i1.62732Acta Scientiarum. Language and Culture; Vol 45 No 1 (2023): Jan.-June; e62732Acta Scientiarum. Language and Culture; v. 45 n. 1 (2023): Jan.-June; e627321983-46831983-4675reponame:Acta Scientiarum. Language and Culture (Online)instname:Universidade Estadual de Maringá (UEM)instacron:UEMporhttps://periodicos.uem.br/ojs/index.php/ActaSciLangCult/article/view/62732/751375156027Copyright (c) 2023 Acta Scientiarum. Language and Culturehttp://creativecommons.org/licenses/by/4.0info:eu-repo/semantics/openAccessSantos, Zaira Bonfante dos Nepomuceno, Arlete Ribeiro Paes, Vera Lúcia Viana deSantos, Karla Mariana Souza e 2023-07-27T13:14:54Zoai:periodicos.uem.br/ojs:article/62732Revistahttps://periodicos.uem.br/ojs/index.php/ActaSciLangCultPUBhttps://periodicos.uem.br/ojs/index.php/ActaSciLangCult/oai||actalan@uem.br1983-46831983-4675opendoar:2023-07-27T13:14:54Acta Scientiarum. Language and Culture (Online) - Universidade Estadual de Maringá (UEM)false
dc.title.none.fl_str_mv Multimodal representations in the Pantene advertisement
Representações multimodais em peças publicitárias da Pantene
title Multimodal representations in the Pantene advertisement
spellingShingle Multimodal representations in the Pantene advertisement
Santos, Zaira Bonfante dos
multimodalidade; anúncio; semiótica.
multimodality; advertisement; semiotics.
title_short Multimodal representations in the Pantene advertisement
title_full Multimodal representations in the Pantene advertisement
title_fullStr Multimodal representations in the Pantene advertisement
title_full_unstemmed Multimodal representations in the Pantene advertisement
title_sort Multimodal representations in the Pantene advertisement
author Santos, Zaira Bonfante dos
author_facet Santos, Zaira Bonfante dos
Nepomuceno, Arlete Ribeiro
Paes, Vera Lúcia Viana de
Santos, Karla Mariana Souza e
author_role author
author2 Nepomuceno, Arlete Ribeiro
Paes, Vera Lúcia Viana de
Santos, Karla Mariana Souza e
author2_role author
author
author
dc.contributor.author.fl_str_mv Santos, Zaira Bonfante dos
Nepomuceno, Arlete Ribeiro
Paes, Vera Lúcia Viana de
Santos, Karla Mariana Souza e
dc.subject.por.fl_str_mv multimodalidade; anúncio; semiótica.
multimodality; advertisement; semiotics.
topic multimodalidade; anúncio; semiótica.
multimodality; advertisement; semiotics.
description This article aims to verify how Pantene's hair products are represented in the advertising discourse, aiming to boost the brand and consumption. In a qualitative-interpretative approach, two Pantene advertisements, extracted from the online environment, are analyzed. The analysis is anchored in the analytical categories proposed by Systemic Functional Grammar (SFG), based on Halliday and Matthiessen (2014), and by the Grammar of Visual Design (GDV), proposed by Kress and van Leeuwen (2021). It is concluded that sense-making emerges from the interaction of several semiotic modes, of which, each is responsible for a communicative task, but are interdependent on each other. The results point to multisignificative constructions, marked by material, mental and relational processes and by the choice of the discursive functions of statement, question and command, associated with visual semiotics, building representations of status, glamour, patriotism, seduction, softness, brightness and beauty.
publishDate 2023
dc.date.none.fl_str_mv 2023-06-07
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://periodicos.uem.br/ojs/index.php/ActaSciLangCult/article/view/62732
10.4025/actascilangcult.v45i1.62732
url https://periodicos.uem.br/ojs/index.php/ActaSciLangCult/article/view/62732
identifier_str_mv 10.4025/actascilangcult.v45i1.62732
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://periodicos.uem.br/ojs/index.php/ActaSciLangCult/article/view/62732/751375156027
dc.rights.driver.fl_str_mv Copyright (c) 2023 Acta Scientiarum. Language and Culture
http://creativecommons.org/licenses/by/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2023 Acta Scientiarum. Language and Culture
http://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 Universidade Estadual De Maringá
publisher.none.fl_str_mv Universidade Estadual De Maringá
dc.source.none.fl_str_mv Acta Scientiarum. Language and Culture; Vol 45 No 1 (2023): Jan.-June; e62732
Acta Scientiarum. Language and Culture; v. 45 n. 1 (2023): Jan.-June; e62732
1983-4683
1983-4675
reponame:Acta Scientiarum. Language and Culture (Online)
instname:Universidade Estadual de Maringá (UEM)
instacron:UEM
instname_str Universidade Estadual de Maringá (UEM)
instacron_str UEM
institution UEM
reponame_str Acta Scientiarum. Language and Culture (Online)
collection Acta Scientiarum. Language and Culture (Online)
repository.name.fl_str_mv Acta Scientiarum. Language and Culture (Online) - Universidade Estadual de Maringá (UEM)
repository.mail.fl_str_mv ||actalan@uem.br
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