A metáfora ideológica e a imagem na persuasão publicitária: um enfoque crítico da linguística sistêmico-funcional

• Ano de defesa: 2016
• Autor(a) principal: Bolze, Lidia Dariane Steluti
• 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 Português: Propaganda; Metáfora; Imagem
• Palavras-chave em Inglês: Advertising; Metaphor; Image
• Área do conhecimento CNPq: CNPQ::LINGUISTICA, LETRAS E ARTES::LINGUISTICA::LINGUISTICA APLICADA
• Link de acesso: https://tede2.pucsp.br/handle/handle/19501

Advertisers attract potential customers through verbal or nonverbal devices such as metaphors and enticing images, contributing to the construction of explicit or implicit assessment of advertised products, creating a systematically organized presentation of reality. The purpose of this master thesis is the analysis - in advertising beauty products - the persuasive function of ideological metaphors and images that make up the discourse of propaganda. The ideological metaphor involves underlying social processes that affect the interpretation of the text and is generally found in persuasive types of speech, such as advertising. The study relies on theories that support the view that all ideological metaphors necessarily need a metaphormetonymy continuum. Thus, advertising organizes the discourse captivates the audience and signals its attitudinal position. In this process, it is important the role of appraisal, a development of interpersonal metafunction of Systemic Functional Linguistics. Although we deal with multimodal texts daily, multimodal text of the phenomenon or compound is a challenge for discourse analysts, particularly those who work with language tools shaped to the verbal text. This study is done on the cognitive-semantic and multimodal fit, with the support of Systemic Functional Linguistics (SFL). The SFL has been useful in the analysis of the multimodal text. The corpus of the research involves two advertisements for beauty products offered for the female audience. The research should answer the following questions: (a) How the ideological metaphor helps in persuasion by conviction and seduction present in advertising? (b) How the image in advertising exerts persuasive function? (c) What is the importance of appraisal into this persuasive process? Research shows that the two examined advertisements resort to persuasion effected by conviction and seduction involved both verbal statement, as the beautiful images that make up each advertisement. In this process, the contribution is important to the explicit or implicit appraisal that populate the advertisements