A constituição de sentido no discurso publicitário sob a perspectiva da semântica argumentativa

Abstract

This research approaches the analysis of the constitution of meaning in the advertising genre, discussing the meaning through argumentative semantics. The theoretical reference used as the basis for this study was mainly the Theory of Argumentation within Language, Oswald Ducrot and collaborators, aimed at understanding meaning by intralinguistic relations. One of our goals with the production of this paper is to analyze and detail the meaning construction for different advertising texts of distinct times, according to the Theory of the Semantic Blocks in the relations generated by the argumentative threads produce the sense obtained in the enunciation. The methodology used for the selection of the material takes into account the category of the 1960s and 2012/13, with advertisements removed from the Internet in order to relate and discuss linguistically advertisements pairs for tobacco, alcoholic and automobile products produced in different times. It is also verified the importance of the image of the ads, discussing its value as read by Toldo (2002) about the semiotics of Peirce and Ducrot's argument. The results show that despite the equivalence in the selection of products, linguistic relations that make up the statements produce different meanings, distancing the speeches for the purpose of each advertising. In addition, we find that the use of the image in advertisements is indispensable , because without it the interlocutor would not understand the second meaning of the enunciation proposed by the meaning of the image.