SÉRGIO MONTEIRO ZAN AND THE VERTIGO OF LANGUAGE

Starting from the notion of the permanence of literary works in time, this article brings a survey on Sérgio Monteiro Zan’s poetry, presented in his book As horas sonâmbulas: sonetos extemporâneos, published in 2001. The intention here is to investigate some of its lines of force and some elements of its language. A declared heiress of the 19th century Symbolism, this poetry chooses its language in the space of some specific practices (of form, vocabulary, syntax, images), experiencing in this choice the possibility of a cleavage between the poetical language and the average language, full and master of itself at the same time, but emptied in its relations with the current language. Such element – called ‘vertiginous’ – leads us to a reflection on the ways of the poetry nowadays and its relations with past and tradition.

APHRODITE BEFORE THE MIRROR: THE CHARM OF WORDS AND IMAGES OF TEXT IN DIGITAL ADVERTISEMENTS FOR COSMETICS ANTISIGNALS

This article presents reading strategies that seek to contribute to better understand the words and images used in digital advertising discourse of cosmetic antisignals intended in particular to female audiences. For this analysis, we start from the assumption that, if such products are sold, the language of advertising messages carefully prepares to persuade the female audience to a possible need to purchase. The development of reading strategies is supported by the Polyphonic Theory of the Utterance of Oswald Ducrot, so that these serve as input for similar analysis, covering other text types. It starts from the assumption that there is a common given in these ads: the advertised products are invested in a magical power, which suggests that can minimize or even eliminate the marks that the time printed on the faces of those who use the products.