A Constituição polifônica do sentido na publicidade institucional:uma abordagem enunciativo-discursiva

AUTOR(ES)
DATA DE PUBLICAÇÃO

2002

RESUMO

This study intends to identify which images of the Institution and of the addressee can be noticiable from the slogans of three advertising campaings of Universidade do Vale do Rio dos Sinos, located at the Metropolitan area of Porto Alegre, Rio Grande do Sul. It is based on the enunciation, emphasizing the polyphonic conception of Ducrot and the concepts of Pêcheuxs discourse analysis. This theoretic base allows to describe the facts of the language that are perceivable in the thread of the speech and it also allows to develop the comprehension of the sense effects that are taken by the intersection of the intradiscourse and the interdiscourse that is present in the linguistics sequency, throught memory action. The analysis includes two levels. First, the linguistics tracks, which allows to identify the speaker, and the announcer with their point of views structured in the polyphonic game of enunciation are described. Secondly, the sense effects that are established at the meeting point among the sense web visible in interdiscourse and the senses built in the linguistic sequency are interpreted.

ASSUNTO(S)

discurso publicitário sense enuncitation linguistica aplicada polyphonic análise de discurso discourse analysis polifonia sentido enunciação

ACESSO AO ARTIGO

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