A PRODUÇÃO DE SENTIDOS NO ANÚNCIO DA PROPAGANDA: RELAÇÃO DE ALTERIDADE ENTRE AS PALAVRAS NO DISCURSO
Journal Title: Ideação - Year 2012, Vol 14, Issue 2
Abstract
This paper discusses the relationship of alterity between words mobilized in an advertisement against smoking indoors. To examine the enunciation of the advertisement will use concepts of the Theory of Argumentation in Language developed by Carel and Ducrot, paying attention especially to the concepts developed by the Semantic Theory of Blocks. The ad announces a campaign against smoking in enclosed places, was pulled from the wall of the College Letters at the Catholic University of Rio Grande do Sul (PUCRS) in 2011. Through theoretical reflection based on Argumentative Semantics, observe the functioning of language in the discourse of advertising, analyzing how the words mobilized in order to produce discourse alocutário. So, we’ll discuss the relation of alterity in two levels: first level is the I - you, that is, a relationship between the speaker (producer statements) and alocutário (to whom they speak the statements), the second level is the relationship of alterity between words that matched each other maintain among themselves a relationship of interdependence of meanings.
Authors and Affiliations
Kelli da Rosa Ribeiro
Keywords
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