O discurso publicitário como ferramenta de transformação social: a elaboração de uma peça publicitária para a adoção de animais

Abstract

This experimental project aims to comprehend the advertiser discourse and, from it to create an ad of social value and transformation potential. For this, our research problem was: can the publicity operate – considering the interpersonal metafunction (Kress and van Leeuwen, 1996) and the approach and withdrawal strategies used in advertiser discourse – as a tool of social transformation, regarding adoption of animals? Approaching us of answer for this question, we delimited as the study general objective, to verify the potentialities of interpersonal metafunction articulated in advertiser discourse as a tool of social transformation, trough creation of an ad about adoption of animals. We appointed as specific objectives: to argue the publicity potential as a tool of social transformation trough discourse; to elaborate a social ad about animal adoption with base on assumptions of multimodal language, articulating specifically interpersonal metafunction (Kress and van Leeuwen, 1996); to analyse and to experimente, in the ad elaboration, strategies of approach and withdrawal, which might be established through advertiser discourse, by activation of interpersonal metafunction and of categories contact, social distance, behaviour, modality (Kress and van Leeuwen, 1996). As theoretical-methodological support, we used the cartography according to the phases of “attentional operation” descripted by Kastrup (2007). To answer the study objectives, we aligned each one cartography phases with steps taken along the project: we study the discourse as a social transformation tool, we collected ads, we analysed advertiser texts as multimodal, and we developed and created the ad. The theoretical perspectives, that ground our project, were the theory of discourse of Norman Fairclough (2001) and interpersonal metafunction of Kress and van Leeuwen (1996).