Um estudo sobre a linguagem publicitária e suas técnicas argumentativas

O objetivo deste trabalho foi o de buscar compreender melhor o funcionamento linguístico em anúncios publicitários. O corpus se compõe de cinco anúncios impressos, publicados em revistas atuais, dos anos de 2011 a 2012; nos quais foram analisadas as técnicas argumentativas e recursos linguísticos neles contidos, em especial aqueles que contribuíram para criar um clima coloquial, de aproximação da marca com o cliente em potencial. Para a presente pesquisa, foi feito um levantamento bibliográfico dentro da área da Linguística de Argumentação. As análises realizadas buscaram verificar como a linguagem é usada para persuadir o consumidor, principalmente com o uso de metáforas. A partir delas, pode-se verificar que os textos publicitários se constituem uma rica fonte para os estudiosos da língua, já que a publicidade é capaz de ampliar o sentido de uma palavra, se utilizando de diversos recursos linguísticos

Uma discussão sobre a base metafórica das figuras de linguagem

The aim of this work is the analysis of some figures of speech, which is based on the existence of a nature of metaphorical process. The research starts from the hypothesis that these figures form themselves by this process. The study is based on the reading of the chapter “Figuras de linguagem”, which is in the work Lições de gramática de usos do português (NEVES, in the press), in which are given lessons about figures of speech, using literary texts and suggesting a metaphorical base for the general sustenance of the analyses. From these lessons, that had already directed groupings and analyses in Seves (2009), a reanalysis was done according to a theoretical orientation which basis is cognitivist, what contribute to this idea about the origin of the figurative processes. The bases of the theoretical orientation, in this sense, are: the conceptual metaphor theory (LAKOFF; JOHNSON, 1980), which considers metaphor as a cognitive (mental) process; and the current of the systematic metaphor (CAMERON, 2005 apud SARDINHA, 2007) that defends the attention to the recurring use of metaphor in real language, before doing assertions about the mind’s functioning. The analyses indicated these conclusions: a) the theory of the conceptual metaphor can be considered efficient for the foundation of the analyses, what implies a minimization of the metonymic component in the exam of these figures; b) and in the basis of the majority of the founded figures it is evident the nature of a metaphorical process

Comunicação organizacional e jornalismo: um estudo sobre as agências de comunicação de Bauru e a atuação jornalística

This monograph presents a study about organizational communication, outlining concepts, Brazilian historic, interfering factors and other considerations on the subject, introducing a survey with twelve communication agencies in Bauru as a result, explaining, in practical terms, how processes of organizational communication occur and the journalist's work in this area. Therefore, the organizational communication offers many possibilities for journalists, either as writers or press officers, or even in positions directly related to the Internet. As a key sector for all types of organizations, communication has gained notability, establishing itself as a strategic area for organizational management, especially in the form of integrated communication

Gêneros do discurso, ciência e mídia: a divulgação científica em questão

This work’s main purpose is to research how the scientific speech is outlined on the Revista Língua Portuguesa in statements made by linguists. Statements issued in the previously mentioned magazine have been analyzed. In order to achieve the proposal, the research was based on the following questions: how both the scientific and the scientific divulgation speeches are formed in the magazine, and whether the opinion texts written by scholars and researchers in the linguistic field identify themselves with opinion articles, scientific articles or scientific divulgation texts. Those questions were discussed from the theoretical-methodological bakhtinian perspective, taking the notion of dialogism, the human activity sphere, genres of discourse and style as conceptual elements. It has been detected that there is a complexity in the construction of the genres in the magazine, always taking into account the journalistic and scientific spheres of circulation. The analyzed statements presented themselves as a confluence of many genres’ characteristics, showing a point of view, a scientific subject, a researcher-author and a language adjustment to the magazine reader, making it more accessible. The analysis showed that the discussed statements resemble opinion articles, scientific articles, and reviews, besides being scientific divulgation at the same time

A linguagem da violência nos contos de Famílias terrivelmente felizes de Marçal Aquino

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)

Reflexõs sobre a linguagem do ambiente chat no Teletandem sob a perspectiva da natureza heterogênea da escrita

This paper aims at discussing the characteristics of computer mediated language within a foreign language teaching and learning environment enabled by the use of synchronic writing resources – chat. The present research is based on (i) theoretical principles about the use of technologies and the teaching-learning of foreign languages in the scope of the Teletandem Brazil Project: Foreign languages for all – Projeto Teletandem Brasil: línguas estrangeiras para todos (TELLES, 2005); (ii) studies on the characteristics of the language within chat interactions; (iii) different theoretical perspectives on the relationship between spoken and written language, emphasizing the constitutive heterogeneity of writing perspective (CORRÊA, 1997, 1998, 2001); and (iv) some relevant concepts related to Prosodic Phonology field (NESPOR; VOGEL, 1986). Is being taken as research data, the written production of a Brazilian student (finishing a Licentiate in Literature) interacting with an American student (in Religious Studies) through Windows Live Messenger. The data were collected during a five-month period, during which the participants interacted through chat, totalizing 12 interactions in English and in Portuguese. During the analysis, a particular attention was given to the messages’ fragmentation, the use (or not) of punctuation signs and abbreviations within the Brazilian participant’s production, in order to discuss the representations she built of her writing, her interlocutor, herself and on the teaching-learning process of a foreign language.

Referência e code-switching: traços de singularidade na linguagem de uma criança bilíngue

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)

Análises dos pressupostos de linguagem nos cadernos de formação em língua portuguesa do Pacto Nacional pela Alfabetização na Idade Certa - PNAIC

Pós-graduação em Educação - FFC

Resolução de problemas e linguagem em EJA

Fundação de Amparo à Pesquisa do Estado de São Paulo (FAPESP)

Representações sociais de gênero pela linguagem de moda em um grupo de estudantes do Ensino Fundamental II

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)

Das ideias de Roland Barthes à teoria do enquadramento: análise de uma cobertura política

Pós-graduação em Comunicação - FAAC

Desenvolvimento de uma ferramenta paramétrica em linguagem APDL para o cálculo da estrutura de um pórtico rolante

Pós-graduação em Engenharia Mecânica - FEG

Uso da linguagem documentária na busca da informação em bibliotecas universitárias: a perspectiva dos deficientes visuais

Pós-graduação em Ciência da Informação - FFC

A linguagem da administração pública: um estudo sobre a abordagem pós-moderna

Over the last decades, a growing number of scholars from humanities have explored ideas from the postmodern perspective. At the international level, few studies have been undertaken in the public administration field. In Brazil, few articles have been influenced by postmodern ideas. This article presents and discusses theoretical analysis influenced by postmodern ideas in the public administration field, concluding that this appropriation is difficult but worthwhile, especially regarding methodological and analytical issues which may strengthen public administration research.