Study of the uses of typology of polyssemy in advertising: the apprehension of reality and construction of ideal / Estudo da tipologia dos usos da polissemia na publicidade: a apreensão da realidade e a construção do produto ideal

AUTOR(ES)
DATA DE PUBLICAÇÃO

2008

RESUMO

This thesis - which is aimed at providing subsidies for education, understanding, interpretation and production of texts - seeks to establish a typology of usages of polissemia in text ads, using as a corpus advertisements for magazines and See season in years 2006 and 2007. It was: (1) highlight the role of metonímicas expressions, and especially of metafóricas, in the process of polissemia, (2) rehabilitate the concepts of denotação and connotation, (3) emphasized the importance for the production of sense, the situation communicative and the subject of discourse it added. At the end of the work are presented proposals aimed at teaching primary and secondary education

ASSUNTO(S)

publicidade polyssemy publicidade advertising ensino teach anúncios redação comunicação de massa semiótica polissemia lingua portuguesa língua portuguesa polissemia

ACESSO AO ARTIGO

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