Multisemiotic incursions in digital advertising
DOI:
https://doi.org/10.5216/sig.v32.60332Keywords:
Multimodality, Publicity, Social SemioticsAbstract
In this article, clipping of the research Multimodality in Advertisings and the scientific initiation projects Metafunctional Meanings in Advertisings, PRP 2015/2016 and 2016/2017, with the promotion of Fapemig, developed at the State University of Montes Claros / MG , we aim to analyze how the multisemiotic construction of two ads of the brand of perfumes and cosmetics Eudora takes place, in the digital environment, aiming the persuasion of prospective consumers. In a qualitative-interpretative analysis and baseline input from GSF, Halliday and Matthiessen (2014), and GDV, Kress and van Leeuwen (2006), we conclude that advertising builds its discourse based on mental processes (triggering desires about the product), relational (presenting positive pole propositions), as well as attributive symbolic conceptual processes (conferring beauty, power and social status to those who consume the products).
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