“Tão ousada quanto você. Tão colorida quanto o Brasil.” O uso de estruturas correlatas como estratégia discursivo-argumentativa em headlines: uma análise semiolinguística do discurso publicitário

Abstract

Understanding that correlation is a syntactic process distinct from coordination and subordination, and following the BNCC and the National Curriculum Parameters, according to which teaching should privilege the multiplicity of textual genres, in order to provide an interactive and literate teaching, this work has as main objective to demonstrate how correlative structures are used in advertising pieces, as a discursive-argumentative and semantic-pragmatic strategy of persuasion, in the construction of the main argumentation of headlines. For this purpose, a corpus composed of 30 advertisements was selected, and the 20 best pieces were chosen for analysis. These advertisements were extracted from the internet and printed media and selected for presenting different related structures, with the purpose of demonstrating different argumentative possibilities of these constructions. To explain the functioning of communicative interaction, the theoretical assumptions of the Semiolinguistic Theory were taken as a basis. For the treatment of advertising discourse, support was sought from authors such as Charaudeau (2007), Monnerat (2013, 2008, 2003, 2001), Pinto (2012, 1997), among others. To explain the syntactic process of Correlation, studies by Oiticica (1923; 1942; 1952), Rodrigues (2016, 2014, 2013, 2002a, 2002b, 2015), Rosário (2017, 2012, 2009, 2010) were used as a basis. 2019), Módolo (2012, 2005a, 2005b, 1999) and Pauliukonis (2001, 1996, 1995, 1988). The investigations proved, in addition to other factors, that the advertising discourse is planned in detail, no longer being a simple informational vehicle and product dissemination, to be concerned, above all, with building, around the goods, a magical universe that makes the individual believes they depend on them to be happy. With regard to correlation, the analyzes revealed that the role of correlation in advertising is highly motivating, as it exerts a great argumentative force in the construction of persuasion, characteristic of the advertising message, and this force comes from, as postulated by Pauliukonis (1995, 1996), of the tension resulting from the correlated link of two terms, which proves that the correlated structures would not only serve syntactic purposes, but would also have an argumentative function, serving the construction of the necessary meanings for the enunciating subject to achieve its objective major: the purchase of the advertised product or the acceptance of an idea. From the above, it is evident that the use of advertisements that use related structures in the construction of their main argument can be a highly relevant resource in the teaching/learning process of Portuguese Language, as it provides opportunities for students to develop not only in the linguistic sphere, but also in the discursive-pragmatic scope