Metonímia e metadiscurso no anúncio publicitário multimodal – slogan: um enfoque da Linguística Sistêmico-Funcional

• Ano de defesa: 2019
• Autor(a) principal: Moura, Fátima Aparecida Lopes de
• Orientador(a): Ikeda, Sumiko Nishitani
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Pontifícia Universidade Católica de São Paulo
• Programa de Pós-Graduação: Programa de Estudos Pós-Graduados em Linguística Aplicada e Estudos da Linguagem
• Departamento: Faculdade de Filosofia, Comunicação, Letras e Artes
• País: Brasil
• Palavras-chave em Inglês: Publicidade multimodal verbo-visual; Persuasão; Slogan; Multimodal verbal-visual advertising; Persuasion; Metadiscourse
• Área do conhecimento CNPq: CNPQ::LINGUISTICA, LETRAS E ARTES::LINGUISTICA::LINGUISTICA APLICADA
• Link de acesso: https://tede2.pucsp.br/handle/handle/22109

The objective of this master's dissertation is the examination of the persuasion that runs through the multimodal verbal-visual advertising in slogans for beauty products, focusing on the contribution of images, metadiscourse (MD) and conceptual metonymy. Advertising has been represented as a continuum of functions, flowing between information and manipulation, often resorting to the communication implied in its persuasive process. The slogan is a short phrase easy-to- memorize phrase, often used in commercial advertising or political, religious propaganda, etc., often using the multimodal text. The phenomenon of the multimodal text is a challenge for discourse analysts, particularly for those working with linguistic tools shaped into the verbal text. However, it is necessary to understand more about the contribution of different modes in our practices of semiotic changes. The MD focuses our attention on the aspects of a tex t that organize speech, engage the audience and signal the attitude of the writer. In this sense, the communicative intention is restricted to focusing strategies of persuasion in which issues as coherence, a function that is crucial for MD. Besides, metonymy is considered fundamental in the construction of verbal-visual meaning, as this trope, in addition to being, in Peircean terms, iconic, is also indicative both for the representation of objects and events and for abstract concepts. In this second sense, metonymy is a cognitive process that evokes a frame, allowing the addressed to infer the implicit content of the message through verbal cues, with support of their cultural knowledge as well as the immediate context of communication. Methodologically, the research counts on the visual and socio-semiotic grammar as well as Systemic-Functional Linguistics (SFL) and answers the following questions(a) how can LSF approach contribute to the analysis of the verbal-visual persuasive (image and color) of the slogans? (b) what is the role of metadiscourse in this process? (c) what is the role of the relationship between metonymy and slogan in this process? The results show that advertising slogans have the support of metadiscourse, involving self-reflexive expressions, used to negotiate interactional meanings in the text, helping writers (producers) to express their point of view and to interact persuasively with the readers. Along with it, images complement the persuasive process, counting on the contribution of the conceptual metonymy that assists in capturing the message, even in minute extensions of a slogan, thanks to its power to evoke the implied message via the reader's frame