MULTIMODAL REPRESENTATION OF SOCIAL ACTORS IN THE DISCOURSE OF BRANDS
DOI:
https://doi.org/10.5433/2237-4876.2013v16n1p233Keywords:
Multimodality. Social actors. Brands.Abstract
This article, contemplating a theoretical dialogue between Systemic Functional Theory (SFL) (Halliday, 1994, 2004), Critical Discourse Analysis (CDA) (Fairclough, 1992, 2006, 2012) and Multimodality (Kress, van Leeuwen, 2006 van Leeuwen, 2008), Brands (Gobe, 2010, ALLEN; SIMMONS, 2005) and Sustainability (DIAS, 2009, 2011), aims to investigate the relationships established between visual and discursive event participants a hybrid text speech (advertising and information). Theories have specific and complementary methodologies adopted to delineate the pathways analysis with qualitative approach. Research shows that social actors, visually represented in the texts in advertising or informational texts, are mitigated by the power of institutions, revealing not only as artifice communicative, but also ideological to meet sustainable prerogatives. \
Downloads
Published
2013-01-20
How to Cite
SOARES, Neiva Maria Machado; VIEIRA, Josenia Antunes. MULTIMODAL REPRESENTATION OF SOCIAL ACTORS IN THE DISCOURSE OF BRANDS. Signum: Estudos da Linguagem, [S. l.], v. 16, n. 1, p. 233–258, 2013. DOI: 10.5433/2237-4876.2013v16n1p233. Disponível em: https://ojs.uel.br/revistas/uel/index.php/signum/article/view/2237-4876.2013v16n233. Acesso em: 4 jul. 2024.
Issue
Section
Article
License
This journal reserves the right to make, in the originals, normative, orthographic and grammatical modifications in order to maintain the standard language and the credibility of the publication. It will respect, however, the authors’ style of writing. Modifications, corrections and suggestions of conceptual order will be forwarded to the authors, if necessary. In these cases, the papers, once appropriate, should be submitted to a new appreciation. The final examinations will not be forwarded to the authors. Works published become property of Signum, being its total or partial reprint subject to an explicit authorization of the journal. In all subsequent quotes the original source of publication should be mentioned, in case, in Photographic Discourse. Opinions emitted by the authors are their exclusive responsibility.
