ANALYSIS OF IMPERATIVITY IN ADVERTISING SPEECH: SOME FUNCTIONAL CONSIDERATIONS
Autor(a) principal: | |
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Data de Publicação: | 2020 |
Outros Autores: | |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Revista (Con)Textos Linguísticos (Online) |
Texto Completo: | https://periodicos.ufes.br/contextoslinguisticos/article/view/31255 |
Resumo: | This article, based on a functionalist perspective of language, focused on the functional, contextual, argumentative and communicative aspects of language use, aims to analyze, in a broad sense, the phenomenon of imperativity in advertisements. In this sense, those in which the imperative verbal mode is not used (explicitly) will be analyzed. In these cases, we observe that imperativity happens through the use of various pragmatic, semantic, discursive and syntactic aspects, which assist in the composition of the advertising message, in order to lead the consumer to purchase the product, even without being ordered through the explicit imperative verbal mode. We will also present an overview of the functionalist principles, having as theoretical framework the works of (DIK, 1989; 1997), (HALLIDAY, 1973; 1985) and (HENGEVELD; MACKENZIE, 2008). The results show that imperativity is configured through syntactic, semantic, rhetorical, pragmatic and illocutionary strategies. In other words, it is a strategy that constitutes the relationship between users of the language, more specifically, the interaction between advertiser and potential buyer. |
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ANALYSIS OF IMPERATIVITY IN ADVERTISING SPEECH: SOME FUNCTIONAL CONSIDERATIONSANÁLISE DA IMPERATIVIDADE NO DISCURSO PUBLICITÁRIO: ALGUMAS CONSIDERAÇÕES FUNCIONALISTASFunctionalismImperative verbal modeImperativityAdvertisingFuncionalismoModo verbal imperativoImperatividadePublicidadeThis article, based on a functionalist perspective of language, focused on the functional, contextual, argumentative and communicative aspects of language use, aims to analyze, in a broad sense, the phenomenon of imperativity in advertisements. In this sense, those in which the imperative verbal mode is not used (explicitly) will be analyzed. In these cases, we observe that imperativity happens through the use of various pragmatic, semantic, discursive and syntactic aspects, which assist in the composition of the advertising message, in order to lead the consumer to purchase the product, even without being ordered through the explicit imperative verbal mode. We will also present an overview of the functionalist principles, having as theoretical framework the works of (DIK, 1989; 1997), (HALLIDAY, 1973; 1985) and (HENGEVELD; MACKENZIE, 2008). The results show that imperativity is configured through syntactic, semantic, rhetorical, pragmatic and illocutionary strategies. In other words, it is a strategy that constitutes the relationship between users of the language, more specifically, the interaction between advertiser and potential buyer.Este artigo, baseado em uma perspectiva funcionalista da linguagem, voltada para os aspectos funcionais, contextuais, argumentativos e comunicativos do uso da língua, objetiva analisar, num sentido amplo, o fenômeno da imperatividade em propagandas. Nesse sentido, serão analisadas aquelas em que o modo verbal imperativo não é utilizado (de forma explícita). Nesses casos, observamos que a imperatividade acontece através da utilização de vários aspectos pragmáticos, semânticos, discursivos e sintáticos, que auxiliam na composição da mensagem publicitária, a fim de levar o consumidor a adquirir o produto, mesmo sem ser ordenado através de um verbo no modo verbal imperativo. Apresentaremos ainda, um panorama de modelos funcionalistas, tendo como referencial teórico os trabalhos de (DIK, 1989; 1997), (HALLIDAY, 1973; 1985) e (HENGEVELD; MACKENZIE; 2008). Os resultados apontam que a imperatividade se configura através de estratégias sintáticas, semânticas, retóricas, pragmáticas e ilocucionárias. Em outras palavras, trata-se de uma estratégia constituidora da relação entre os usuários da língua, mais especificamente, da interação entre anunciante e potencial comprador.Programa de Pós-Graduação em Linguística da Universidade Federal do Espírito Santo2020-10-14info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionArtigo avaliado pelos Paresapplication/pdfhttps://periodicos.ufes.br/contextoslinguisticos/article/view/3125510.47456/cl.v14i28.31255Revista (Con)Textos Linguísticos; v. 14 n. 28 (2020): Revista (Con)Textos Linguísticos - Estudos Funcionalistas: discurso e gramática; 452-472Revista (Con)Textos Linguísticos; Vol. 14 No. 28 (2020): Revista (Con)Textos Linguísticos - Estudos Funcionalistas: discurso e gramática; 452-4721982-291X2317-347510.47456/cl.v14i28reponame:Revista (Con)Textos Linguísticos (Online)instname:Universidade Federal do Espírito Santo (UFES)instacron:UFESporhttps://periodicos.ufes.br/contextoslinguisticos/article/view/31255/21683Copyright (c) 2020 Revista (Con)Textos Linguísticoshttp://creativecommons.org/licenses/by-nc/4.0info:eu-repo/semantics/openAccessVieira Chaves, IzacDias, Aline2020-10-14T22:04:20Zoai:periodicos.ufes.br:article/31255Revistahttps://periodicos.ufes.br/contextoslinguisticos/PUBhttps://periodicos.ufes.br/contextoslinguisticos/oai||meirelesalex@gmail.com2317-34751982-291Xopendoar:2020-10-14T22:04:20Revista (Con)Textos Linguísticos (Online) - Universidade Federal do Espírito Santo (UFES)false |
dc.title.none.fl_str_mv |
ANALYSIS OF IMPERATIVITY IN ADVERTISING SPEECH: SOME FUNCTIONAL CONSIDERATIONS ANÁLISE DA IMPERATIVIDADE NO DISCURSO PUBLICITÁRIO: ALGUMAS CONSIDERAÇÕES FUNCIONALISTAS |
title |
ANALYSIS OF IMPERATIVITY IN ADVERTISING SPEECH: SOME FUNCTIONAL CONSIDERATIONS |
spellingShingle |
ANALYSIS OF IMPERATIVITY IN ADVERTISING SPEECH: SOME FUNCTIONAL CONSIDERATIONS Vieira Chaves, Izac Functionalism Imperative verbal mode Imperativity Advertising Funcionalismo Modo verbal imperativo Imperatividade Publicidade |
title_short |
ANALYSIS OF IMPERATIVITY IN ADVERTISING SPEECH: SOME FUNCTIONAL CONSIDERATIONS |
title_full |
ANALYSIS OF IMPERATIVITY IN ADVERTISING SPEECH: SOME FUNCTIONAL CONSIDERATIONS |
title_fullStr |
ANALYSIS OF IMPERATIVITY IN ADVERTISING SPEECH: SOME FUNCTIONAL CONSIDERATIONS |
title_full_unstemmed |
ANALYSIS OF IMPERATIVITY IN ADVERTISING SPEECH: SOME FUNCTIONAL CONSIDERATIONS |
title_sort |
ANALYSIS OF IMPERATIVITY IN ADVERTISING SPEECH: SOME FUNCTIONAL CONSIDERATIONS |
author |
Vieira Chaves, Izac |
author_facet |
Vieira Chaves, Izac Dias, Aline |
author_role |
author |
author2 |
Dias, Aline |
author2_role |
author |
dc.contributor.author.fl_str_mv |
Vieira Chaves, Izac Dias, Aline |
dc.subject.por.fl_str_mv |
Functionalism Imperative verbal mode Imperativity Advertising Funcionalismo Modo verbal imperativo Imperatividade Publicidade |
topic |
Functionalism Imperative verbal mode Imperativity Advertising Funcionalismo Modo verbal imperativo Imperatividade Publicidade |
description |
This article, based on a functionalist perspective of language, focused on the functional, contextual, argumentative and communicative aspects of language use, aims to analyze, in a broad sense, the phenomenon of imperativity in advertisements. In this sense, those in which the imperative verbal mode is not used (explicitly) will be analyzed. In these cases, we observe that imperativity happens through the use of various pragmatic, semantic, discursive and syntactic aspects, which assist in the composition of the advertising message, in order to lead the consumer to purchase the product, even without being ordered through the explicit imperative verbal mode. We will also present an overview of the functionalist principles, having as theoretical framework the works of (DIK, 1989; 1997), (HALLIDAY, 1973; 1985) and (HENGEVELD; MACKENZIE, 2008). The results show that imperativity is configured through syntactic, semantic, rhetorical, pragmatic and illocutionary strategies. In other words, it is a strategy that constitutes the relationship between users of the language, more specifically, the interaction between advertiser and potential buyer. |
publishDate |
2020 |
dc.date.none.fl_str_mv |
2020-10-14 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Artigo avaliado pelos Pares |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://periodicos.ufes.br/contextoslinguisticos/article/view/31255 10.47456/cl.v14i28.31255 |
url |
https://periodicos.ufes.br/contextoslinguisticos/article/view/31255 |
identifier_str_mv |
10.47456/cl.v14i28.31255 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://periodicos.ufes.br/contextoslinguisticos/article/view/31255/21683 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2020 Revista (Con)Textos Linguísticos http://creativecommons.org/licenses/by-nc/4.0 info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2020 Revista (Con)Textos Linguísticos http://creativecommons.org/licenses/by-nc/4.0 |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Programa de Pós-Graduação em Linguística da Universidade Federal do Espírito Santo |
publisher.none.fl_str_mv |
Programa de Pós-Graduação em Linguística da Universidade Federal do Espírito Santo |
dc.source.none.fl_str_mv |
Revista (Con)Textos Linguísticos; v. 14 n. 28 (2020): Revista (Con)Textos Linguísticos - Estudos Funcionalistas: discurso e gramática; 452-472 Revista (Con)Textos Linguísticos; Vol. 14 No. 28 (2020): Revista (Con)Textos Linguísticos - Estudos Funcionalistas: discurso e gramática; 452-472 1982-291X 2317-3475 10.47456/cl.v14i28 reponame:Revista (Con)Textos Linguísticos (Online) instname:Universidade Federal do Espírito Santo (UFES) instacron:UFES |
instname_str |
Universidade Federal do Espírito Santo (UFES) |
instacron_str |
UFES |
institution |
UFES |
reponame_str |
Revista (Con)Textos Linguísticos (Online) |
collection |
Revista (Con)Textos Linguísticos (Online) |
repository.name.fl_str_mv |
Revista (Con)Textos Linguísticos (Online) - Universidade Federal do Espírito Santo (UFES) |
repository.mail.fl_str_mv |
||meirelesalex@gmail.com |
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