Significação, discurso e relevância : uma análise da construção dos sentidos e da persuasão em anúncios publicitários

• Autor(a) principal: Rezende, Daniel Camilo Marques de
• Data de Publicação: 2016
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações do Mackenzie
• Texto Completo: http://dspace.mackenzie.br/handle/10899/25488
• topic: discurso publicitário; cenas da enunciação; teoria da relevância; CNPQ::LINGUISTICA, LETRAS E ARTES::LETRAS

This research, financed by FAPESP (São Paulo Research Foundation), under No. 2014/07446-7, has as its main goal the observation of the production of meaning and the search for effects of persuasion in the advertising discourse. Based on two distinct theoretical streams, Discourse Analysis and Pragmatics, we sought to analyze television advertisements – adopted as study object –, observing how its elaboration (the language used, the process of construction of the scenes of enunciation, the implicated information) and its way of transmitting the messages are designed in order to make your audience attend to what is being proposed. Through concepts like enunciation scenes, ethos, relevance, inference, it was possible to demonstrate how each campaign adopts specific procedures depending on the audience it wants to persuade, exploring both the typical elements of discursive organization – seen as verbal interaction between the language users, inserted in specific situations and contexts of communicative practices, anchored in a social, historical and ideological dimension – and the cognitive procedures of comprehension, guided by relevance, and the deductive inferential calculations.