O funcionamento dos elementos adverbiais no gênero propaganda

• Autor(a) principal: Santos, Diana Rodrigues Sarcinelli dos
• Data de Publicação: 2016
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Repositório Institucional da Universidade Federal do Espírito Santo (riUfes)
• Texto Completo: http://repositorio.ufes.br/handle/10/9383
• topic: Adverbial adjunct; Functionalism; Advertising; Adjunto adverbial; Funcionalismo; Propaganda; Linguística; Língua portuguesa - Advérbio; Língua portuguesa; Funcionalismo (Linguística); 80

The central objective of this research is to analyze the phenomenon of the adverbial adjunction under the syntactic-semantic and pragmatic-discursive optics in intention to show that the presence or the absence of these elements in a sentence, must be thought considering the pragmatic-discursive context. Therefore, we will use advertisements from the horticultural retailer network Hortifruti, produced and made available by MP Advertising Company. Four campaigns aired on billboards from 2003 to 2009 were analyzed, namely: Depoimentos, Cascas, Hollywood and Rithms, among which, we presented the analysis of five advertisements for each campaign. All the advertisements analyzed are constituted by verbal and non-verbal elements, furthermore, several types of intertextuality were explored in the elaboration of the advertisements, configuring a textual argumentative feature of great importance to the advertisers, as they already argue in favor of their interests. The concepts of advertising were searched in Carvalho (2009), Sandmann (2003) and Costa (2009). Functionalism, especially studies on iconicity (Givón, 2001) and informativeness (TOMASELLO, 1998), combined with Textual Linguistics concepts about text, textual genre, intertextuality, context and multimodality (KOCH, 2004, 2014; BAKTIN, 2003; CAVALCANTE AND CUSTODIO FILHO, 2010; CAVALCANTE, 2013; MARCUSCHI 2002; 2008) were used as a theoretical basis to investigate the functioning of adverbial nature elements in the genre propaganda. The notion of dispensability is given in order to comply the grammaticality of the clause, refraining from the impacts of meaning that the application of this notion of dispensability would entail the pragmatic level. The analysis of the "adverbial adjuncts" in Hortifruti's advertisements enabled the perception that the adverbial nature elements can’t be "expendable" if we consider the pragmatic-discursive aspects of language use. As a result, we detected the essentiality of these elements to the constituition of the genre propaganda, and its presence is essential to achieve the communicative purpose of the genre, contributing significantly to the transmission of the intended sense by advertisers, keeping in mind that the sales arguments are always in their favor. This research contributes to the characterization of textual genre propaganda since it presents the functioning of adverbial nature elements under the pragmatic-discursive perspective.