A interação em anúncios publicitários

Abstract

This research aims to analyze the interaction between producer/advertiser and reader/consumer through categories of analysis proposed by studies of visual language in examplaries of genres advertisements. For this, we follow the Kress, van Leeuwen (2006) theoretical-methodological proposal which when structuring a grammar for image analysis, suggest four principles related to interpersonal interaction in non-verbal texts: contact (request, summons or supply ), social distance (social, personal, intimate), attitude (objectivity or subjectivity) and mode (truth value). To verify the interaction according to the categories, we analyzed a sample of 40 examplaries of genres advertisements and after this analysis we found that the applicability of the categories of analysis proposed by the authors showed up productive and recurrent in all examplaries analyzed. We noted that, as proposed by the Grammar of Visual Design, using the steps defined by the theoretical-methodological model to build an image there is a greater ease in achieving the desired interaction with the reader. We therefore conclude that the construction and understanding of non-verbal text does not simply happen intuitively, because there are ways, such as using the look, framing and perspective appropriate, followed by the producer and by the reader of the text, which provide the interaction required .