THE POETRY OF CONVERGENCE AND THE MIRROR IMAGE IN GUIMARÃES ROSA

Affiliated with a literary context in which the poet seeks reconciliation between the self and the universe without rejecting the consciousness of the poetic process and the renovation of language, the poems of Guimarães Rosa in his book Ave, Palavra, are close to what Octavio Paz called "poetry of convergence." Such analogical point of view turns into metaphor in the poems through the myth of Narcissus and images that associate a reflexion and the meeting with the Other as a way to know yourself. This work presents a reading of these poetic compositions by examining how the analogy is established, relating those poems to his other works, identifying them, not as an accident in his trajetory, but as a work that carries Guimarães Rosa’s concerns explored in his literary career.

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.