Os valores sociais e a argumentação no discurso da propaganda

AUTOR(ES)
DATA DE PUBLICAÇÃO

2004

RESUMO

Among several everyday discourses, the advertisement one is a vast research subject not only in Argumentative Semantics but also in other areas of the humanities. This study will point out the existent social values in advertisement discourse and the argumentative tools used by the sender to consolidate such values and to make the announcements more persuasive. In order to achieve this aim, seven adverts from different magazines, such as Veja, Época and Caras, from October 2000 to December 2001, were selected. The criterion for selecting the ads was based on the relevance of values in our society. The advertisement takes an important part of media content and when using several tools to make that, it can reach a large number of people, communicating values, rules and customs from the dominant class through ideology. Therefore, the useful, vital, logical, aesthetic, ethical and religious values become social values through the interaction between the individual and the social group around him. To define the term value, this research is supported by studies from Philosophy, Sociology and Social Psychology which give us better understanding of the Theory of Values, that is, Axiology. In order to find out the presence of social values and ideology used by the sender to convince his receiver, the organization of the advertising discourse will be analyzed, giving emphasis to the following semantic-argumentative mechanisms: coherence, referential cohesion, deictic reference, adjectival and modal use, intensification processes, argumentative operators, argumentative places, repetition figures and foreignisms. Argumentative Semantics was the theoretical framework to understand the function of linguistic marks in the advertisement, aiming at detecting the true role of those mechanisms as guide of social values based on ideological grounds.

ASSUNTO(S)

advertising social values linguagem - publicidade linguística - propaganda linguistic - advertisement

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