A inter-relação entre a metafunção composicional e o dispositivo argumentativo na construção da persuasão em e-mails promocionais

Abstract

This research examines the relation between verbal and nonverbal language in the persuasion construction of the promotional e-mail. To verify this link between verbal and nonverbal texts, we used two theories that conceive the act of language as a reflex of the social and cultural practices of a collectiveness subjects, in particular communication situation: multimodality (KRESS; VAN LEEUWEN, 2006) and semiolinguistics (CHARAUDEAU, 2008). In the development research, we realized the following process: a) analysis of argumentative device (proposal, proposition and persuasion) in the verbal and visual persuasion construction of the promotional e-mail; b) verification of casual overlap of the elements that configure the argumentative device; c) analysis of the meaning of composition (given/new, ideal/real), salience and framing to verify how the promotional genre provides techniques to persuade the reader/probable consumer. For the analysis of the study subject, we chose a 30 e-mails sample of the Peixe Urbano collective shopping site, directly collected in inbox emails, between 2013 July and 2014 July. In the survey results, we established that showed elements are used to persuade the reader/probable consumer and that argumentative device (CHARAUDEAU, 2008) is recurring in all analyzed sample. We verified that proposal, proposition and persuasion are recurrent in all promotional e-mails analyzed. In addition, we observed that the composition of argumentative device is most frequent in verbal language, and that relation between verbal and nonverbal language contribute to demonstrate systematic overlaps between the elements in the promotional e-mail structure. About the composition meaning, we noticed that ideal/real information values predominate in the entire sample, in the sense of the ideal, that manage “promise”, and the real that manage the product itself join greater persuasive appeal. In relation to salience, we realized image is the most evident item to persuade the reader. In its turn, framing shows connection or disconnection between the elements, be it through empty spaces or successive colours and forms between them. In brief, results indicate an inseparable relation verbal/nonverbal language in the promotional e-mail structure, because, joined, they develop meaning effects that usher reader to the persuasion.