THE METONIMMIC PROCESSES IN VERB-VISUAL ADVERTISING THROUGH THE PERSPECTIVE OF THE CRITICAL LINGUISTICS AND MULTIMODALITY

ABSTRACT

Advertising has been represented as a continuum of functions, fluctuating between information and manipulation, often resorting to implicit communication. Studies show that, in this field, orientation towards the reader is crucial to ensure the rhetorical goals of persuasion. Thus, different researches are devoted to language and communication in advertising, analyzing the use of communication strategies, such as personification through the use of pronouns, intertextuality and persuasive smoothing strategies through hedges. In terms of advertising speech, it is necessary to go beyond the use of adjectives and explicit expressions, to understand that persuasion also acts on the underlying text and through image resources. The purpose of this article is to examine advertisements from important financial institutions in different media such as television, newspapers, magazines and the Internet to identify the contribution of the metonymic processes to persuasion in the advertising genre. In order to achieve the aims, the analyzes will go from the micro elements to the macro aspects, in which the linguistic forms and the acts of image work together to transmit ideological and hegemonic aspects. In addition, the analyzes rely on the theories of Halliday (1994), Kress and van Leeuwen (1996; 2006), Feng (2017) and Fairclough (1994; 1995). The results indicate that the ads present a high level of informality and day by day situations. On the other hand, the analyzes based on the metonymic processes demonstrate the paths and techniques used in the production of ads to persuade the viewers and sell the products.

Keywords:
advertising; multimodality; metonymic processes