Intergenericidade e propósito comunicativo em anúncios publicitários
This research analyzes how intergenericity contributes to the communicative purposes in advertisements. As a theoretical basis we used Bakhtin (1997), Miller (1994) and Barzeman (2021 [2006]) as they address the vision of gender and their studies on language; Sant’Anna (1989) and his explanations ab...
| Autores: | , |
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| Tipo de recurso: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2024 |
| País: | Brasil |
| Institución: | Universidade do Estado do Rio Grande do Norte (UERN) |
| Repositorio: | Revista Diálogo das Letras |
| Idioma: | portugués |
| OAI Identifier: | oai:ojs2.periodicos.apps.uern.br:article/6077 |
| Acceso en línea: | https://periodicos.apps.uern.br/index.php/DDL/article/view/6077 |
| Access Level: | acceso abierto |
| Palabra clave: | Intergenericidade. Propósito Comunicativo. Anúncios Publicitários. |
| Sumario: | This research analyzes how intergenericity contributes to the communicative purposes in advertisements. As a theoretical basis we used Bakhtin (1997), Miller (1994) and Barzeman (2021 [2006]) as they address the vision of gender and their studies on language; Sant’Anna (1989) and his explanations about advertisements; Askehave and Swales (2009 [2001]) with the definitions of communicative purpose; and Marcuschi (2008), Koch, Bentes and Cavalcante (2007) with the concepts and components of intergenericity and others. To achieve this, we have listed the following steps: identifying which textual genres were listed for the functioning of the intergenericity present in the corpus; describe how this phenomenon contributes to meeting the brand’s communicative purposes. This research has a qualitative and documentary approach to investigate four (4) advertisements that contain intergeneric traits. It was evident that intergenericity helps in the formation of meanings in advertisements. In this way, enhancing the information presented and contributing to achieving the brand’s communicative purpose. In the advertisements analyzed, we observed the maintenance of the function of genre A (advertisement) intertwined with the form of the other genres (B, C...), which highlights the dominance of the advertisement genre in terms of communicative purposes. |
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