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Universidade do Porto Faculdade de Letras da Universidade do Porto Serviços de Documentação e Informação
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 #Menu Inicial#Publicações#Outras publicações/coleções #A linguística em diálogo : volume comemorativo dos 40 anos do Centro de Linguística da Universidade do Porto
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A linguística em diálogo
#Deícticos e persuasão no discurso publicitário
Alexandra Guedes Pinto
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#Abstract
Establishing a connection between certain linguistic solutions and their perlocutionary effectiveness, although appealing, is always a risky and difficult task, given the fact that this level of pragmatic organization is not under the absolute control of the speaker. In spite of this fact, it can be argued that the regular occurrence of certain linguistic structures in certain text genres is a strong evidence of such a connection. This is the case of particular deictic constructions in certain genres of advertising discourse, including personal, spatial and temporal deictic markers that manage to create dichotomous deictic spaces, axiologically and ideologically positioned in relation to the deictic center - represented by the I, the Now and the Here - where positive values lie. It is, thus, possible to foresee, as proposed by Sánchez Corral (1991b: 142), that deictics contribute to the contrast of two spaces: the Inside-Advertising Space, as an euphoric space, and the Outside-Advertising Space, as a dysphoric space. The existence of a notional opposition between these two dimensions is suggested by linguistic features such as adverbs of time and place, prepositions, pronouns, possessive and demonstrative determiners and also by motion verbs. The proximization model as a cognitive-pragmatic tool which accounts for the symbolic construal of relations between entities within the Discourse Space (Chilton, 2005) and as applied to the concept of legitimization (Cap, 2013) seems to have an explanatory power to the analysis of the rhetorical and ideological shifts that deictics perform in advertisements. This papers aims at studying these linguistic solutions in a corpus of Portuguese print advertisements.
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Data da última atualização: 2021-11-29

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