Uma análise lingüística de algumas peças publicitárias: os efeitos de ambigüidade e de humor

• Ano de defesa: 2007
• Autor(a) principal: Romagnolo, José Alexandre
• Orientador(a): Borges, Maria Zélia
• Banca de defesa: Brito, Regina Helena Pires de , Silva, Vera Lúcia Crevin da
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Presbiteriana Mackenzie
• Programa de Pós-Graduação: Letras
• Departamento: Letras
• País: BR
• Palavras-chave em Português: lingüística; ambigüidade; humor; propaganda
• Palavras-chave em Inglês: linguistic; ambiguity; humor; advertising
• Área do conhecimento CNPq: CNPQ::LINGUISTICA, LETRAS E ARTES::LINGUISTICA
• Link de acesso: http://dspace.mackenzie.br/handle/10899/25275

The studies about humor are uncountable and so are that about what make people laugh. Although, most of them presents general questions and few presents the linguistic aspects that humor evolves. The best way to establish the difference between the linguistic treatment of humor and other any approach of the same texts may be the use of terms in wich linguistic explains the way , not the reason of humor. In here there is no intention of explaining what humor texts mean, specially the ambiguous ones, but how they can work. It is intended so, to describe the linguistic keys wich are the way to unleash people s laugh. The Textual Linguistic , by Ducrot, woks with a particular object of investigation, not the word or the sentence any more, but the text itself. It can be used to analyze the different types of language manifestation, yet, eventually, some areas of this science can supply instruments to clear certain aspects of humor language, so, this labor has as objective to analyze specifically the ambiguity on the humor production in advertising texts once it is crucial information. Also it has some advantages: it can be found in large amount and probably, in all cultures; they are pieces of information permanently enunciated by (the) speakers; it is not necessary to create ad hoc to limit-experiments; in addition most of them can be funny. Then, Abaurre, Bakhtin, Bateson, Becker, Bergson, Bigal, Brait, Carvalho, Carrascoza, Chiaro, Chomsky, Dascal, Dias da Silva, Fernandes, Freud, Huizinga, Jameson, Mennucci, Perelman, Piatelli-Palmarini, Raskin, Salmon, Sant Ana and Ullmann will be the theoreticals bases.