POLISSEMIA E HOMONÍMIA: UM ESTUDO NO DISCURSO PUBLICITÁRIO
Resumo
RESUMO: Este artigo objetiva identificar e sistematizar o aspecto semântico da polissemia e da homonímia na linguagem da publicidade, empregado como estratégia de convencimento do público-alvo. Estuda-se tal tema por meio de postulados léxico-semânticos desenvolvidos por vários autores. A fim de analisar esse recurso com maior profundidade, abordam-se também: a constituição do texto publicitário, que põe em relação uma marca e um consumidor, adotando-se como metodologia a pesquisa bibliográfica a partir, principalmente, da obra de Nelly de Carvalho; o processo semiológico à luz da teoria de Charles Sanders Peirce, explorado no gênero em questão. Na análise do corpus, apresentam-se, oportunamente, os aspectos (orto)gráficos, fonéticos, morfológicos, sintáticos e pragmático-estilísticos elaborados pelo publicitário para prender a atenção do leitor. Quanto ao objeto central do trabalho, considera-se que o fundamental não é a distinção entre polissemia e homonímia, mas sim a possibilidade de reconhecer a diferença entre polissemia ou homonímia lexical da sintática. Em suma, visa-se a tratar o assunto na perspectiva de formação do leitor de múltiplas linguagens.
Palavras-chave: Polissemia e homonímia. Linguagem da publicidade. Formação do leitor.
POLYSEMY AND HOMONYMY: A STUDY IN ADVERTISING SPEECH
ABSTRACT: This article aims to identify and systematize the semantic aspect of polysemy and homonymy in the language of the publicity, employed as the target audience’s convincer strategy. This theme is studied through lexical-semantic postulates developed by several authors. In order to analyze this feature in more depth, it is also approached the constitution of the advertising text, which puts in relation a brand and a consumer using as methodology the bibliographic’s search, especially from the work of Nelly de Carvalho; the semiological’s process in the light of Charles Sanders Peirce’s theory, explored in the genre in question. In the analysis of the corpus, the (ortho)graphics, phonetic, morphological, syntactic and pragmatic-stylistic aspects are presented, prepared by the adman to hold the reader's attention. As the central object of the work, it is considered that the key is not the distinction between polysemy and homonymy, but the possibility of recognizing the difference between syntactic’s lexical polysemy and homonymy. In short, it aims to treat the issue in the light of the formation of multi-languages’ reader.
Keywords: Polysemy and homonymy. Language of advertising. Formation of the reader.
Palavras-chave: Polissemia e homonímia. Linguagem da publicidade. Formação do leitor.
POLYSEMY AND HOMONYMY: A STUDY IN ADVERTISING SPEECH
ABSTRACT: This article aims to identify and systematize the semantic aspect of polysemy and homonymy in the language of the publicity, employed as the target audience’s convincer strategy. This theme is studied through lexical-semantic postulates developed by several authors. In order to analyze this feature in more depth, it is also approached the constitution of the advertising text, which puts in relation a brand and a consumer using as methodology the bibliographic’s search, especially from the work of Nelly de Carvalho; the semiological’s process in the light of Charles Sanders Peirce’s theory, explored in the genre in question. In the analysis of the corpus, the (ortho)graphics, phonetic, morphological, syntactic and pragmatic-stylistic aspects are presented, prepared by the adman to hold the reader's attention. As the central object of the work, it is considered that the key is not the distinction between polysemy and homonymy, but the possibility of recognizing the difference between syntactic’s lexical polysemy and homonymy. In short, it aims to treat the issue in the light of the formation of multi-languages’ reader.
Keywords: Polysemy and homonymy. Language of advertising. Formation of the reader.
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