Análise de anúncios publicitários veiculados em revistas brasileiras sob enfoque da ACD

Abstract

Advertisements are forms of mass communication. A print ad has the potential to reach thousands of people. On the other hand, research on mass communication has shown how a single ad is open to different interpretations. The purpose of this article is to analyze advertisements in Brazilian print magazines through the perspective of Critical Discourse Analysis, emphasizing aspects related to public discourses in late modernity, such as the commodification of language, discursive hybridity and the relationship between linguistic elements and the images resources used to persuade the consumers. To achieve the aims, I use the analysis of Chouliaraki and Fairclough (1999), the Grammar of Visual Design, proposed by Kress and van Leeuwen (2006) and researchers who deal with the advertising language and its persuasive function. The results indicate that the commodification of language and the hybridity presented in the analyzed ads represent important persuasive strategies used by the producers of the ads in the search to sell their products.