Multisemiotic incursions in digital advertising

Detalhes bibliográficos
Autor(a) principal: Nepomuceno, Arlete Ribeiro
Data de Publicação: 2020
Outros Autores: Paes, Vera Lúcia Viana de
Tipo de documento: Artigo
Idioma: por
Título da fonte: Signótica (Online)
Texto Completo: https://revistas.ufg.br/sig/article/view/60332
Resumo: In this article, clipping of the research Multimodality in Advertisings and the scientific initiation projects Metafunctional Meanings in Advertisings, PRP 2015/2016 and 2016/2017, with the promotion of Fapemig, developed at the State University of Montes Claros / MG , we aim to analyze how the multisemiotic construction of two ads of the brand of perfumes and cosmetics Eudora takes place, in the digital environment, aiming the persuasion of prospective consumers. In a qualitative-interpretative analysis and baseline input from GSF, Halliday and Matthiessen (2014), and GDV, Kress and van Leeuwen (2006), we conclude that advertising builds its discourse based on mental processes (triggering desires about the product), relational (presenting positive pole propositions), as well as attributive symbolic conceptual processes (conferring beauty, power and social status to those who consume the products).
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spelling Multisemiotic incursions in digital advertising Incursiones multisemioticas en piezas de publicidad digitalIncursões multissemióticas em peças publicitárias no meio digitalMultimodalityPublicitySocial SemioticsmultimodalidadPublicidad Semiótica socialMultimodalidadePublicidadeSemiótica SocialIn this article, clipping of the research Multimodality in Advertisings and the scientific initiation projects Metafunctional Meanings in Advertisings, PRP 2015/2016 and 2016/2017, with the promotion of Fapemig, developed at the State University of Montes Claros / MG , we aim to analyze how the multisemiotic construction of two ads of the brand of perfumes and cosmetics Eudora takes place, in the digital environment, aiming the persuasion of prospective consumers. In a qualitative-interpretative analysis and baseline input from GSF, Halliday and Matthiessen (2014), and GDV, Kress and van Leeuwen (2006), we conclude that advertising builds its discourse based on mental processes (triggering desires about the product), relational (presenting positive pole propositions), as well as attributive symbolic conceptual processes (conferring beauty, power and social status to those who consume the products).En este artículo, recorte de la investigación La multimodalidad en comerciales y los proyectos de iniciación científica Signiifcados metapuncionales em comerciales, PRP2015/2016 e PRP 2016/2017, com la promoción de Fapemig, desarrollado em la Universidad Estatal de Montes Claros/MG, nuestro objetivo es analizar cómo la construcción multisemiótica de dos anuncios de la marca de perfumes y cosméticos Eudora tiene lugar, a la vista, en el entorno digital, en la persuasión de los posibles consumidores. En un análisis cualitativo-interpretativo y aportes de referencia de GSF, Halliday y Matthiessen (2014), y GDV, Kress y van Leeuwen (2006), concluimos que la publicidad construye su discurso basado en procesos mentales (desencadenando deseos sobre el producto), relacional (que presenta propuestas de polo positivo), así como procesos conceptuales simbólicos atributivos (que confiere belleza, poder y estatus social a quienes consumen el productos). Palabras clave: multimodalidad. Publicidad Semiótica social.Neste artigo, recorte da pesquisa A Multimodalidade em Anúncios Publicitários e dos projetos de iniciação científica Significados Metafuncionais em Anúncios Publicitários, editais PRP 2015/2016 e 2016/2017, com o fomento da Fapemig, desenvolvidos na Universidade Estadual de Montes Claros/MG, objetivamos analisar como se processa a construção multissemiótica de dois anúncios da marca de perfumes e cosméticos Eudora, tendo em vista, no ambiente digital, a persuasão de consumidoras prospectadas. Numa análise qualitativo-interpretativa e aporte basilar da Gramática Sistêmico-Funcional (GSF), de Halliday e Matthiessen (2014), e da Gramática do Design Visual (GDV), de Kress e van Leeuwen (2006), concluímos que a publicidade constrói seu discurso a partir de processos mentais (acionando desejos sobre o produto) e relacionais (apresentando proposições de polo positivo), além de processos conceituais simbólicos atributivos (conferindo beleza, poder e status social a quem consome os produtos).Universidade Federal de Goiás2020-03-27info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://revistas.ufg.br/sig/article/view/6033210.5216/sig.v32.60332Signótica; Vol. 32 (2020); e60332Signótica; v. 32 (2020); e603322316-36900103-7250reponame:Signótica (Online)instname:Universidade Federal de Goiás (UFG)instacron:UFGporhttps://revistas.ufg.br/sig/article/view/60332/34577Copyright (c) 2020 Signóticahttps://creativecommons.org/licenses/by-sa/4.0info:eu-repo/semantics/openAccessNepomuceno, Arlete Ribeiro Paes, Vera Lúcia Viana de2023-10-05T21:09:38Zoai:ojs.revistas.ufg.br:article/60332Revistahttp://www.revistas.ufg.br/index.php/sig/indexPUBhttps://www.revistas.ufg.br/sig/oaisignotica@gmail.com2316-36900103-7250opendoar:2024-05-21T19:57:26.471279Signótica (Online) - Universidade Federal de Goiás (UFG)true
dc.title.none.fl_str_mv Multisemiotic incursions in digital advertising
Incursiones multisemioticas en piezas de publicidad digital
Incursões multissemióticas em peças publicitárias no meio digital
title Multisemiotic incursions in digital advertising
spellingShingle Multisemiotic incursions in digital advertising
Nepomuceno, Arlete Ribeiro
Multimodality
Publicity
Social Semiotics
multimodalidad
Publicidad Semiótica social
Multimodalidade
Publicidade
Semiótica Social
title_short Multisemiotic incursions in digital advertising
title_full Multisemiotic incursions in digital advertising
title_fullStr Multisemiotic incursions in digital advertising
title_full_unstemmed Multisemiotic incursions in digital advertising
title_sort Multisemiotic incursions in digital advertising
author Nepomuceno, Arlete Ribeiro
author_facet Nepomuceno, Arlete Ribeiro
Paes, Vera Lúcia Viana de
author_role author
author2 Paes, Vera Lúcia Viana de
author2_role author
dc.contributor.author.fl_str_mv Nepomuceno, Arlete Ribeiro
Paes, Vera Lúcia Viana de
dc.subject.por.fl_str_mv Multimodality
Publicity
Social Semiotics
multimodalidad
Publicidad Semiótica social
Multimodalidade
Publicidade
Semiótica Social
topic Multimodality
Publicity
Social Semiotics
multimodalidad
Publicidad Semiótica social
Multimodalidade
Publicidade
Semiótica Social
description In this article, clipping of the research Multimodality in Advertisings and the scientific initiation projects Metafunctional Meanings in Advertisings, PRP 2015/2016 and 2016/2017, with the promotion of Fapemig, developed at the State University of Montes Claros / MG , we aim to analyze how the multisemiotic construction of two ads of the brand of perfumes and cosmetics Eudora takes place, in the digital environment, aiming the persuasion of prospective consumers. In a qualitative-interpretative analysis and baseline input from GSF, Halliday and Matthiessen (2014), and GDV, Kress and van Leeuwen (2006), we conclude that advertising builds its discourse based on mental processes (triggering desires about the product), relational (presenting positive pole propositions), as well as attributive symbolic conceptual processes (conferring beauty, power and social status to those who consume the products).
publishDate 2020
dc.date.none.fl_str_mv 2020-03-27
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://revistas.ufg.br/sig/article/view/60332
10.5216/sig.v32.60332
url https://revistas.ufg.br/sig/article/view/60332
identifier_str_mv 10.5216/sig.v32.60332
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://revistas.ufg.br/sig/article/view/60332/34577
dc.rights.driver.fl_str_mv Copyright (c) 2020 Signótica
https://creativecommons.org/licenses/by-sa/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2020 Signótica
https://creativecommons.org/licenses/by-sa/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Federal de Goiás
publisher.none.fl_str_mv Universidade Federal de Goiás
dc.source.none.fl_str_mv Signótica; Vol. 32 (2020); e60332
Signótica; v. 32 (2020); e60332
2316-3690
0103-7250
reponame:Signótica (Online)
instname:Universidade Federal de Goiás (UFG)
instacron:UFG
instname_str Universidade Federal de Goiás (UFG)
instacron_str UFG
institution UFG
reponame_str Signótica (Online)
collection Signótica (Online)
repository.name.fl_str_mv Signótica (Online) - Universidade Federal de Goiás (UFG)
repository.mail.fl_str_mv signotica@gmail.com
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