Multimodalidade e tradição discursiva: um estudo sobre gênero anúncio publicitário

Abstract

This research aimed at perceiving how the verbal language was gradually associated with other semiosis in the construction of the genre advertisement. Our hypothesis was that, through the insertion of semiotic resources in this genre, multimodality would become a genuine discursive tradition in advertisements construction. To reach this objective, we developed, initially, a discussion drawn on the concept of Discursive Tradition, proposed by Kabatek (2004), and in the multimodal theory developed by Kress and Van Leeuwen (1996). Concerning to the corpus, we selected 54 printed advertisements of cars, spread since the early 1920s until the first decade of the XXI century, which are the basis for our analysis. To analyze the corpus, we made use of Zavam’s (2009) theoretical and methodological analysis and Kress and Van Leeuween’s (1996) methodology for a multimodal analysis. The results of our analysis showed that the multiple semiosis in advertisements are important elements for the construction of the intended meaning in the message. Moreover, we verified that they are a genuine discursive tradition because their visual arrangement contributes for the construction of meaning and because multimodality is constantly verified in the genre advertisement.