Anúncios publicitários em contexto pandêmico: aspectos linguístico-expressivos

Abstract

The intent of this job is analyze the expressive language of advertisements on media field, exploring the linguistics resources that compose the persuasive logic of digital marketing in the pandemic context. The research took place on official and verified account of Ifood, delivery food company, on Instagram, at temporal cutting from the beginning of SARS-CoV-2 pandemic in Brazil, from March of 2020 to January of 2022. Because of need to avoid physical contact, there was high demand for services, impacting the delivery companies. Due the high competitiveness, investment was increased primarily in advertisements, providing vast linguistic material to make the research. The argumentative and stylistic aspects with persuasive purposes, characteristic of textual genre advertisement, will be key element to a linguistic analyze of corpus. The objective is emphasize the style like choice among the language potentialities and semantic value of lexicon provided by context, using the qualitative methodology based on detailed description of advertisements. The theoretical support is based on language stylistic (descriptive), of Charles Bally, lined at emotional aspects of language, permeated by lexical, syntactic and enunciative stylistic. For better understanding about historic e defining moment that the humanity faces, dialogical theory of Bakhtin will also be used, proving the discursive value of statements.