Textos e gramática em publicidade

Abstract

This paper presents an evaluation proposal on text-linguistic practices in different contexts of the advertisement activity, supported by Socio-Discursive Interactionism (SDI, Bronckart, 2008, 1999) and Social Semiotics’ (Kress & van Leeuwen, 2006) theoretical frameworks. Focusing on important theoretical issues that embrace the Saussurean tradition for both SDI and Social Semiotics, like sign notion and the importance of the sociocultural contexts on text interpretation, we will analyse multimodal texts from advertisement activity and show how text and linguistic organization is relevant for the comprehension of these texts. Finally, we will propose three evaluation categories or strategies specifically for the advertisement multimodal text: thematic, interactive and design.