Elementos lingüísticos no discurso publicitário

• Autor(a) principal: Maffei, Carlos Eduardo
• Data de Publicação: 2007
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações do Mackenzie
• Texto Completo: http://dspace.mackenzie.br/handle/10899/25345
• topic: discurso publicitário; ideologia; argumentação; sedução; texto; imagem; publicity argument; ideology; seduction; text; image; CNPQ::LINGUISTICA, LETRAS E ARTES::LINGUISTICA

This project aims to explore the verbal and non-verbal languages used in publicity campaign ads of a nationwide magazine (VEJA). The publicity presentation of objects of any kind is so powerfull that can, undeniably, be contested. It attracts the readers from all the sides. The statements presented in the messages come to meet the consumer´s expectations, making them happy and believing in the possibilities of having their desires fulfilled. Therefore, the main purpose of this work is to analyze those ads, verifying how both the visual and verbal languages shown in them take part in the reader´s persuading process. To do so, our project considers as theorical base general aspects of the advertising publicity, the word usage in advertising, the argument and Aristóteles and Perelman´s Rhetoric. We also emphasize the importance of the visual aid as an argument component in advertising and the relationships there are between texts and images, supporting the persuading process. The conclusion of this work showed that the publicity argument uses the verbal and visual languages with the intent of persuading the reader.