Revista Contra Corrente - Artigos de Periódicos
URI permanente para esta coleçãohttps://ri.uea.edu.br/handle/riuea/5719
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Item O novo ensino médio em publicidade do governo federal: análise discursivo-crítica e multimodal(Universidade do Estado do Amazonas, 2019-01-21) Oliveira, Glaunara M.; Soares, Neiva M. M.Advertising genres are multimodal and circulate through various media in order to persuade the interlocutor through an intentional discourse that is, according to Fairclough (1992, p.91), a mode of action and of representation capable of changing the world and acting on others. The objective of this work is to analyze how discursive relations are constructed in the publicity genre, having as corpus the campaign on the New High School, broadcast on TV and internet in September 2016. To achieve this purpose, this article is based on studies from the (1988), the Critical Discourse Analysis (ADC) (FAIRCLOUGH, 1994), which allows for a more comprehensive linguistic analysis of discourse such as Social Semiotics (HODGE, R. and KRESS, (2003) and the Visual Design Grammar (KRESS and Van Leeuwen, 1996, 2006) and their analytical categories on Representational Metafunctions, where the ability of an image to represent experience is observed; Compositional, the organization of the image-forming elements in the space that occupies the whole of the screen; and Interactive, relationships built between the represented participants and the viewer through visual resources. It is also adopted the multimodal transcription, inserted in the proposal of Baldry and Thibault (2006) regarding the construction of the text in movement in phases and spaces. As for the ADC, in the textual-discursive bias, implicit modality is analyzed in the markers of validity and attitude markers, using the scale proposed by Halliday (1994) in the Systemic-Functional Grammar. The results of this analysis reveal that government advertising carries the political and ideological discourse observed in its multiple verbal and non-verbal semiotic codes used with the intention of persuading the viewer and representing positions of power, thus showing the importance of studies related to Grammar Visual Design and Critical Discourse Analysis to understand how discourses are revealed in advertising genres and other genres that also use the same semiotic resources. Keywords: Education; Semiotics; Publicity.