O papel da concess?o na constru??o do sentido e do efeito persuasivo no discurso publicit?rio : uma estrat?gia para o julgamento universal

• Ano de defesa: 2013
• Autor(a) principal: Fernandez, Patr?cia Nystrom
• Orientador(a): Barbisan, Leci Borges
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Pontif?cia Universidade Cat?lica do Rio Grande do Sul
• Programa de Pós-Graduação: Programa de P?s-Gradua??o em Letras
• Departamento: Faculdade de Letras
• País: BR
• Palavras-chave em Português: LINGU?STICA; LINGU?STICA DA ENUNCIA??O; SUBJETIVIDADE; INTERSUBJETIVIDADE; PUBLICIDADE - LINGUAGEM
• Área do conhecimento CNPq: CNPQ::LINGUISTICA, LETRAS E ARTES::LETRAS
• Link de acesso: http://tede2.pucrs.br/tede2/handle/tede/2136

Aiming to persuade its public, advertising uses a series of strategies, among them the creative manipulation of the language which is used in advertisements. Bearing this in mind, we developed this study, with the hopes of demonstrating how meaning is built in advertising discourses, which have a double function: to communicate and to convince. Furthermore, we aim to highlight concession, while a linguistic phenomenon, as an effective persuasive tool, as well as explain the relevance of the interlocutor's projection so that the advertisement reaches its goal. Therefore, we based this work on theories which start from Plato's notion of alterity, include Saussure's concepts of language, speech and value, Benveniste's concept of empty signs and his studies on subjectivity and intersubjectivity, and arrive at the present days, with the studies of Oswald Ducrot and Marion Carel on building meaning and semantic blocks. Based on this theoretical analysis, we demonstrate how meaning is established in statements by argumentative chains and internal and external argumentation. Thereafter, we lay emphasis on the meaning generated by concession, which evokes a transgression of the norm, thus conducting the interlocutor to a universal and positive judgement about what is offered him. Consequently, our corpus is constituted of advertising pieces which are similar because they have concessive statements in their discourses. As a result, we intend to evidence how advertising language, which is deeply imbued with subjectivity and intentionality, uses linguistic resources to obtain the much desired persuasive effect.