This article addresses the axiological aspects in the extra-verbal, judgment value and intonation concepts, discussed within the ideology of the Bakhtin Circle, presented specifically by Volochinov and Bakhtin (1926), Bakhtin andVolochinov (2006) and Bakhtin (2003). This paper also relates the Bakhtinian concepts with studies carried out by researchers such as Geraldi (1997), Clark and Holquist (1998), Souza (2002), Tezza (2003), Morson and Emerson (2008), Faraco (2009) and Sobral (2009), and discusses the way in which they are presented in real advertisements within social communication situations. The above-mentioned concepts are also exemplified in one advertisement produced by the press. The different meanings in the reading are revealed when the concepts discussed are taken into consideration.
Extra-verbal; Value judgment; Intonation; Enunciation
