O gênero propaganda e seus efeitos de sentido: uma análise a partir da Teoria Semiolinguística

Abstract

This article deals with an application of the Charaudeau’s Semiolinguistics Theory in the analysis of advertisements. Based on the proposals by Charaudeau, we seek to present some analysis of the discursive strategies used in two printed beer advertisements. Thus, our pretension was to investigate how discursive strategies are developed for sale of the products presented in the genre in question (advertising of Stella Artois beer and advertising of Bohemia beer, both from Playboy magazine), and, specifically, to comprehend what are the linguistic choices made and the dicursive effects related to them and understand the articulation between both verbal and iconic for the constituition of meaning in the object under examination. For the construction of the theoretical and methodological assumptions some basic concepts of the Semiolinguistics discourse analysis theory, from theoritical discussions of Charaudeau (2005, 2004, 2010, 1995, 1996), Nogueira (2004) and Rezende (2006) were used. The research was characterized as qualitative-interpretativist, following the perspective of the theory of Semiolinguistics (2010) in its analysis categories of advertising texts.