Textos e gramática em publicidade: Avaliação de práticas linguístico-textuais

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Abstract

This paper presents an evaluation proposal on text-linguistic practices in different contexts of the advertisement activity, supported by Socio-Discursive Interactionism (SDI, Bronckart, 2008, 1999) and Social Semiotics’ (Kress & van Leeuwen, 2006) theoretical frameworks. Focusing on important theoretical issues that embrace the Saussurean tradition for both SDI and Social Semiotics, like sign notion and the importance of the sociocultural contexts on text interpretation, we will analyse multimodal texts from advertisement activity and show how text and linguistic organization is relevant for the comprehension of these texts. Finally, we will propose three evaluation categories or strategies specifically for the advertisement multimodal text: thematic, interactive and design.
Original languagePortuguese
Title of host publicationGramática e Texto
Subtitle of host publicationInterações e aplicação ao ensino
EditorsHelena Topa Valentim, Teresa Oliveira, Carla Teixeira
Place of PublicationLisboa
PublisherNOVA FCSH - CLUNL
Pages61-76
Number of pages15
ISBN (Electronic)978-989-54081-2-2
ISBN (Print)978-989-54081-2-2
DOIs
Publication statusPublished - 2021

Keywords

  • Multimodal text
  • Professional practice
  • Good text and linguistic practices
  • Teaching

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