A imperatividade no discurso de propaganda: argumentação, estruturação e funcionalidade
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2013-05-29
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Universidade Federal de Goiás
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This work, based on a functionalist perspective of language, toward the functional, contextual,
argumentative and communicative language use, among others, and which conceives language
as an activity of social interaction, addresses the imperative, recognized as an argumentative
force inherent in advertising discourse, more specifically, in the imperative marked
morphologically complex verbal and imperatividade that is from other mechanisms of linguistic
constitution.
The hypothesis is that the imperative (marked or unmarked in morphologically complex verbal)
in advertising discourse is constituted from the combination of specific strategies of linguistic
organization in order to ensure adherence to the interlocutor's thesis presented by the speaker.
Constitute the corpus analysis, advertising texts and images conveyed in national magazines.
They are the magazine "Nova", the magazine "VIP", and Magazine "Veja." We will work with
three editions of each, for the months of May, June and July 2011.
The base combines theoretical principles of Argumentation Theory, especially the new rhetoric,
represented by Chaïm Perelman, Olbrechts-Tyteca (2005), Functional Grammar, highlighting
the authors as Dik (1997 [1989]), Halliday (1985 [1978 ]), Neves (1996, 1997, 2002) and
Functional Discourse Grammar with Hengeveld, Mackenzie (2008).
An important assumption is that the interpersonal level of the grammar of languages
(Hengeveld, Mackenzie, 2008) deals with all the formal aspects of a linguistic unit that reflect
its role in the interaction between the speaker and the addressee. In this sense, the constitution
of imperatividade configures itself through rhetorical strategies, syntactic, semantic, pragmatic
and illocutionary, in other words, it is a strategy it develops the relationship between language
users, more specifically, the relationship advertiser / potential buyer.
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CHAVES, I. V. A imperatividade no discurso de propaganda: argumentação, estruturação e funcionalidade. 2013. 110 f. Dissertação (Mestrado em Letras e Linguística) - Universidade Federal de Goiás, Goiânia, 2013.