LOGO: GRAMMATICALIZATION AND SEMANTICS IN MEDIA TEXTS

It is a fact that the study and the correct application of the rules of Portuguese grammar are necessary for the issuer to communicate adequately in most discursive genres. However this same grammar imposes certain rules that now left to be used due to historical developments that pervade any language, now began to be employed so not always equal to those advocated by the normative grammar. Wherefore to understand situations which are not justified by traditional grammar, theories that are sought to assist this understanding. The current adopted will be the Functionalism, which promotes linguistic analysis beyond established by normative grammar, it covers other aspects not considered by her. Looking enlarger the discussions about the different uses, this study is aimed at ascertaining what is mentioned by the normative and functionalists studies with respect to the word logo, traditionally defined as a coordinating conjunction conclusive. Furthermore, we seek to show the process of grammaticalization whereby the term came and expose the different semantic relations that he can express in language use. To prove this, was used everyday examples, took out from media texts, such as magazine Isto É and the newspaper Folha de S. Paulo.

AND THEY LIVED HAPPY FOREVER AND EVER: the dialogical relationship in a advertising campaign by O Boticario

According to Bakhtin, the discourse is always the result f intercrossing with other texts and from them the collective aspect from the “I”, tagged by voices which join to each other in the discourse. One of the ways of putting different voices into the discourse is the stylization. In it, there’s the imitation of another discursive materiality, that implies a dialogue whose effects of meaning are convergent among them. As an effect, it’s gotten a bivoiced discourse in which echoes are listened from the discourse which stylizes and also from the one which was stylized. Based on this, this paper has as an objective to find out the dialogue, made by the stylization, that the chosen advertising campaign maintain with some of the known fairy tales. The theoretical foundation will be Bakhtin’s studies and reflexions (1997; 1998; 2011) about the language dialogical character and studies from people who studied his studies, such as Brait (2005; 2010), Fiorin (2006a; 2006b), among others. The research methodology was, based in the balkintinian dialogism concept, in the reading and search for the dialogical relationship and texts which have the advertising style in relation to the childish tales. As a result, it was gotten the confirmation that the advertisement is always a memory from other texts by its intertextual and interdiscoursive characteristics. So, when the speaker created the campaign from already known voices, id arouse an expectation in the interlocutor, with whom, a dialogue will be held that, consequently, will result in a response. In this case, the interlocutor interest by the announced product.