A saliência em anúncios publicitários: reflexões multimodais

Abstract

Our work aims to discuss how the salience contributes to the effects of meanings in the composition of the advertising. Guided by the assumptions of qualitative research of descriptive nature, we selected 10 advertising internet, of which we present 3 of them to illustrate our reflections in the analysis. Regarding the theoretical basis, we rely on the studies of Kress and van Leeuwen (2006) when we argue that, in contemporary society, several semioses strongly influence the production of multimodal texts in which the verbal and the imagery articulate in an integrated manner. Among the systems proposed by Kress and van Leeuwen (2006), we focus our view on the aspects relevant to the salience in the advertising, assuming it as the way to draw the reader’s attention to a segment of the text through the elements that are arranged to attract the viewer’s attention to different degrees, accomplishing through certain factors such as positioning in the foreground or background, relative size, contrasts in tone (or color), differences in sharpness, among other elements (KRESS; VAN LEEUWEN, 2006). From our analysis, we can affirm that, in the articulation of the resources that compose the advertising genre, the manipulation of the size of the images and the contrast caused by this manipulation of sizes, the use of colors, the size and the font represented a strong aspect of salience in the genre, acting in the service of persuasion in the advertising and functioning as an important resource in the publishing of products