Atos indiretos advindos de quebra de máximas em propagandas de remédios: um recurso semântico-discursivo

• Ano de defesa: 2010
• Autor(a) principal: Barbosa, Maria Vanice Lacerda de Melo
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Federal da Paraí­ba; BR; Linguística e ensino; Programa de Pós Graduação em Linguística; UFPB
• Palavras-chave em Português: Propagandas; Publicidade; Máximas Conversacionais; Atos Indiretos; Advertisements; Publicity; Conversational Maxims; Indirect Acts; CNPQ::LINGUISTICA, LETRAS E ARTES::LINGUISTICA
• Link de acesso: https://repositorio.ufpb.br/jspui/handle/tede/6497

This dissertation presents the results of a research which aimed at investigating the semanticdiscursive functions of the violation of the Gricean Maxims, which generates indirect acts in texts advertising medicines. The hypothesis on which the work is based is that in texts advertising medicines the Gricean Maxims are not respected, thus generating indirect acts which could work as a strategy to sell the product. It was possible to notice that persuasion is sometimes achieved in an indirect way, i.e. the speaker considers his interlocutor when acting, suggesting implicit meanings which contribute to the success of the advertisement. In order to guarantee the intended effect, the advertising text is constructed through the use of as many non-observed maxims as possible, which generates indirect acts. These indirect acts guide interpretation towards the consumption of the product, the idea, the object of the message, which means that the non-observance of the maxims predetermines reading possibilities which aim to include the advertiser s intentions. The present investigation is essentially of a qualitative and interpretative nature and was based on the Cooperative Principle and Conversational Maxims, proposed by Grice (1982 [1975]), and on the Speech Acts Theory, according to Austin (1990 [1962] and Searle (2002, [1969]). The corpus consisted of advertisements of medicines published in the magazine Saúde! (Editora Abril), 2008 and 2009 issues, and shown on TV channels in 2008 and 2009. The advertisements were selected according to the recurrence of the non-observance of the maxims. This investigation discusses the production of indirect acts created by the non-observance of conversational maxims as a semantic-discursive resource.