Aspectos linguístico-ergonômicos em rótulos: avaliação da linguagem verbo-visual de rótulos de embalagens para alimentos achocolatados

We have been living in a world of packed products. The package and the labels support the companies to communicate with the customers in addition to give protection, storage and convenience in proportion to the products that move in the price list. The labels mainly add up a value which helps the companies differ their products and increase the value of the brands among the final customers. However, the information given in the label are not clear sometimes. It displays a verbal-visual defective language resulted from a poor visibility, legibleness and comprehensibleness of the verbal and visual marks. The aim of this research is to verify, according to the costumers‟ view, the level of the clarity in the informative texts, harmony and ergonomic conformity of the package labels in the chocolate powder of the Claralate brand, considering the linguistic aspects presented on the labels. The criteria to evaluate the chocolate package selected were based on the linguistic field: the organization and the structure of the text derided from the classification of the textual genre; the clarity and the comprehension of the language utilized on those labels. From the ergonomic view, the informative and ergonomic conformity, based on the following requirements: legibility, symbols, characters, reading fields and intermission of the written lines. Therefore, the research done july 2007 and added july 2011 had a structured questionnaire in the interview put to the 118 customers of the chocolate package that go shopping in one of the two supermarkets in Floriano, Piauí São Jorge and/or Super Quaresma. The main results of the investigation show that the linguistic aspects in the informative texts of the labels provide the customers‟ expectancy partially, while the consideration of the informative ergonomic analyzed can contribute to the improvement of the information and consequent visual progress of those, on the labels of chocolate package investigated. As recommendation towards the maker of the product, the outcome of the research indicates: harmonize the proportion of the letters and numbers; enlarge the letters size; make the visual information more comprehensive determined by the reading field; put the expiry date in a better visual place

Indícios sincrônicos de gramaticalização: o uso do verbo chegar em orações coordenadas e na perífrase verbal [chegar (e) + v2]: contribuições para o ensino de gramática.

Based on North American Functional Linguistic Theory, our proposal is to describe and analyze the use of verb CHEGAR in verbal periphrasis such as [CHEGAR (E) + V2], where CHEGAR does not demonstrate a significance linked to physical movement. In linguistic literature, such periphrasis has been attributed several functions, related to aspectualization, emphasis of negative segments, and construction of mental spaces, among others. This study considers that the function of verb CHEGAR in the periphrasis in question is to indicate a global aspect, emphasizing a range of semantic-pragmatic nuances such as the sudden, instantaneous, or even abrupt character of the events refered to by the principal verb of the construction (V2), and/or the taking of initiative (sudden) by the agent (in the syntactic role of periphrastic subject), and/or subjective evaluations which go from surprise to frustration. Our objectives are the following: i) to describe and analyze the semanticpragmatic, morphosyntactic and social relationships which characterize the use of CHEGAR in verbal periphrases like [CHEGAR (E) + V2] and in coordinated/juxtaposed speech in which CHEGAR is the principal verb of the first utterance and is an elocution verb and the principal verb of the second; ii) identify, based on this description and analysis, synchrony proof in the grammaticalization of CHEGAR as an auxiliary verb in the periphrasis refered to. There was observed to be a strong similarity between coordinate/juxtaposed and periphrastic constructions. Such similarities strengthen the hypothesis that the use of CHEGAR as a lexical verb in coordinate/juxtaposed structures is the origin of the use of CHEGAR in the periphrastic structure, since the many properties encountered with higher frequency in lexical use are also just as frequently used as auxiliaries. Nevertheless, between the two constructions being studied, sufficient difference can be observed to see that CHEGAR, in the periphrasis [CHEGAR (E) V2], is behaving like an auxiliary verb, and shows typical properties of these types of verbs: i) in 100% of occurrences, it does not have a complement;ii) it has a co-referential subject in 100% of cases; iii) it does not appear with intervening material between it and V2. Besides this, CHEGAR, in periphrases, is predominant in nonneutral evaluation contexts, denoted by V2. Inspired by the results obtained, we propose strategies for the discussion of the [CHEGAR (E) V2] periphrases in both elementary and high schools.