A intencionalidade linguística e os aspectos de oralidade nas campanhas publicitárias de instituições de ensino em outdoors nas cidades de Recife e Olinda

• Ano de defesa: 2012
• Autor(a) principal: Mafra, Heloisa Pedrosa de Araújo
• Orientador(a): Aguiar, Marígia Ana de Moura
• Banca de defesa: Cavalcante, Marianne Carvalho Bezerra , Caiado, Roberta Varginha Ramos
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Católica de Pernambuco
• Programa de Pós-Graduação: Mestrado em Ciências da Linguagem
• Departamento: Ciências da Linguagem
• País: BR
• Palavras-chave em Português: comunicação de massa e linguagem; linguagem e línguas; análise lingüística; anúncios ao ar livre; publicidade; dissertações
• Palavras-chave em Inglês: mass media and language; language and languages; linguistic analysis; advertising outdoor; publicity; dissertations
• Área do conhecimento CNPq: CNPQ::LINGUISTICA, LETRAS E ARTES::LINGUISTICA
• Link de acesso: http://tede2.unicap.br:8080/handle/tede/767

This work shows the entries of the oral language perceived in advertising campaigns of educational institutions, on billboards, advertising its courses, with the purpose of interacting with their consumer audience. As linguistic contribution, the work is based on the teachings of Marcuschi, in Textual Linguistics, and in Koch theoretical proposals, aiming at the investigation of Intertextuality in building expressive outdoor, on texts produced by different schools. It also sought to examine how these messages are elaborated to the dissemination of services offered in different billboards, identifying the characteristics of the genre as well as the importance of understanding and acceptance by the target audience. The work has as goal the provision of data for the study on the preparation of billboards. So, it was observed details of expressions, in addition to the lexical choices carried out to draw the attention of the reading public, the offers in different courses. In addition, it was observed how messages are targeted to a specific audience, making use of a proper language, aiming to the enthusiasm and satisfaction of the target audience, in location, time and purpose in disclosure.