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Publicação
Análise das relações entre as unidades verbais e não verbais no género anúncio publicitário
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Orientador(es)
Resumo(s)
A presente investigação insere-se no âmbito dos estudos em Ciências da
Linguagem e apresenta uma reflexão sobre o género anúncio publicitário da área das
telecomunicações. O objetivo principal é caracterizar as relações entre a unidades
verbais e não verbais através do modelo de análise Semiótico Sociointeracional (SSI)
desenvolvido por Leal (2011), que integra os pressupostos do Interacionismo
Sociodiscursivo (ISD) e da Gramática do Design Visual (GDV). Assumindo a influência das
novas tecnologias na sociedade contemporânea e a consequente reorganização das
estruturas sociais, são reveladas fortes mudanças nas formas de comunicação. Nesse
sentido, os textos passam a ser constituídos por vários modos semióticos influenciados
por contextos socioculturais específicos. O caráter multimodal dos géneros atuais torna
urgente a adaptação dos estudos no sentido de conseguir dar conta das suas
especificidades. Assim, procedeu-se à adaptação do modelo SSI para o estudo do género
anúncio publicitário com vista a evidenciar uma relação de complementaridade entre os
seus constituintes.
The present investigation is carried out in the field of Language Sciences and presents a reflection on the textual genre of advertisement in the field of telecommunications. Our main purpose is to characterize the relations between the verbal and non-verbal components using the model of Socio-interactional Semiotic (SIS) developed by Leal (2011) which combines the assumptions of Socio-discursive Interactionism and the Grammar of Visual Design (GVD). Assuming the influence of new technologies in today’s society and the consequent reorganization of the social structures, we may see that there are strong changes in the forms of communication. In that sense, texts are now composed by many semiotic modes influenced by specific sociocultural contexts. The multimodal nature of contemporary genres requires an urgent adaptation of the studies, in order to account for their specificities. Thus, we carried out an analysis of advertising texts, following the SIS model, in which we highlight the complementary relation between their components
The present investigation is carried out in the field of Language Sciences and presents a reflection on the textual genre of advertisement in the field of telecommunications. Our main purpose is to characterize the relations between the verbal and non-verbal components using the model of Socio-interactional Semiotic (SIS) developed by Leal (2011) which combines the assumptions of Socio-discursive Interactionism and the Grammar of Visual Design (GVD). Assuming the influence of new technologies in today’s society and the consequent reorganization of the social structures, we may see that there are strong changes in the forms of communication. In that sense, texts are now composed by many semiotic modes influenced by specific sociocultural contexts. The multimodal nature of contemporary genres requires an urgent adaptation of the studies, in order to account for their specificities. Thus, we carried out an analysis of advertising texts, following the SIS model, in which we highlight the complementary relation between their components
Descrição
Palavras-chave
Género textual Publicidade Gramática do design visual Interacionismo sociodiscursivo Multimodalidade Semiótica Socio-discursive interactionism Textual genre Advertising Grammar of visual design Multimodality Semiotics