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2023-08-11T16:51:04Z2023-08-11T16:51:04Z2020591777806http://dx.doi.org/10.1590/0103181386544034714712175764Xhttp://hdl.handle.net/1843/57746https://orcid.org/0000-0003-3104-7090https://orcid.org/0000-0002-5812-5098A publicidade tem sido representada como um continuum de funções, flutuando entre informação e manipulação, frequentemente recorrendo à comunicação implícita. Pesquisas mostram que, nesse domínio, é crucial a orientação em direção ao leitor para assegurar objetivos retóricos de persuasão. Assim, diferentes pesquisas dedicam-se à linguagem e à comunicação na publicidade, analisando o uso de estratégias de comunicação, tais como, a personificação por meio de pronomes, a intertextualidade e estratégias persuasivas de suavização por meio da modalização (hedges). Em termos do discurso publicitário, faz-se necessário ir além do uso de adjetivos e expressões explícitas, para entender que a persuasão age também na subjacência do texto e por meio de recursos imagéticos. O objetivo deste artigo é examinar, anúncios de grandes instituições financeiras veiculados em diferentes mídias, como televisão, jornais, revistas e internet para identificar a contribuição dos processos metonímicos na persuasão que percorre o gênero publicitário. Para que os objetivos sejam alcançados, as análises partem dos microelementos até atingir os macroaspectos, onde as formas linguísticas e os atos de imagem agem em conjunto para transmissão de aspectos ideológicos e hegemônicos. Além disso, as análises contam com as teorias de Halliday (1994), Kress e van Leeuwen (1996; 2006), Feng (2017) e Fairclough (1994; 1995). Os resultados indicam que, os anúncios apresentam um alto nível de informalidade e situações rotineiras. Por outro lado, as análises baseadas nos processos metonímicos demonstram os caminhos e técnicas usadas na produção dos anúncios na busca de persuadir e vender os produtos.Advertising has been represented as a continuum of functions, fluctuating between information and manipulation, often resorting to implicit communication. Studies show that, in this field, orientation towards the reader is crucial to ensure the rhetorical goals of persuasion. Thus, different researches are devoted to language and communication in advertising, analyzing the use of communication strategies, such as personification through the use of pronouns, intertextuality and persuasive smoothing strategies through hedges. In terms of advertising speech, it is necessary to go beyond the use of adjectives and explicit expressions, to understand that persuasion also acts on the underlying text and through image resources. The purpose of this article is to examine advertisements from important financial institutions in different media such as television, newspapers, magazines and the Internet to identify the contribution of the metonymic processes to persuasion in the advertising genre. In order to achieve the aims, the analyzes will go from the micro elements to the macro aspects, in which the linguistic forms and the acts of image work together to transmit ideological and hegemonic aspects. In addition, the analyzes rely on the theories of Halliday (1994), Kress and van Leeuwen (1996; 2006), Feng (2017) and Fairclough (1994; 1995). The results indicate that the ads present a high level of informality and day by day situations. On the other hand, the analyzes based on the metonymic processes demonstrate the paths and techniques used in the production of ads to persuade the viewers and sell the products.porUniversidade Federal de Minas GeraisUFMGBrasilFALE - FACULDADE DE LETRASTrabalhos em Linguística AplicadaAnálise do discursoPublicidadeAnálise crítica do discursoAnúncios publicitáriosProcessos metonímicosMultimodalidadeOs processos metonímicos em publicidade verbo-visual sob enfoque da linguística crítica e da multimodalidadeThe metonimmic processes in verb-visual advertising through the perspective of the critical linguistics and multimodalityinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articlehttps://periodicos.sbu.unicamp.br/ojs/index.php/tla/article/view/8654403Leonardo Antonio SoaresSumiko Nishitani Ikedaapplication/pdfinfo:eu-repo/semantics/openAccessreponame:Repositório Institucional da UFMGinstname:Universidade Federal de Minas Gerais (UFMG)instacron:UFMGORIGINALOs processos metonímicos em publicidade verbo-visual sob enfoque da linguística crítica e da multimodalidade.pdfOs processos metonímicos em publicidade verbo-visual sob enfoque da linguística crítica e da multimodalidade.pdfapplication/pdf840108https://repositorio.ufmg.br/bitstream/1843/57746/2/Os%20processos%20meton%c3%admicos%20em%20publicidade%20verbo-visual%20sob%20enfoque%20da%20lingu%c3%adstica%20cr%c3%adtica%20e%20da%20multimodalidade.pdf490a91968855ca848c982c042ad7ceb2MD52LICENSELicense.txtLicense.txttext/plain; charset=utf-82042https://repositorio.ufmg.br/bitstream/1843/57746/1/License.txtfa505098d172de0bc8864fc1287ffe22MD511843/577462023-08-11 13:51:04.969oai:repositorio.ufmg.br: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Repositório InstitucionalPUBhttps://repositorio.ufmg.br/oaiopendoar:2023-08-11T16:51:04Repositório Institucional da UFMG - Universidade Federal de Minas Gerais (UFMG)false
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