Multimodality and compositional metafunction in promotional e-mails

Authors

  • Marcel Pereira Pordeus Universidade Federal do Ceará
  • Maria Margarete Fernandes de Sousa Universidade Federal do Ceará
  • Ana Cátia Silva de Lemos Universidade Federal do Ceará

Keywords:

Promotional e-mail, Multimodality, Textual genres.

Abstract

According to the challenges faced by Linguistics Textual, we can postulate
that the presence of non-verbal elements are fi rm on the agenda of new theoretical challenges to be faced today; as: (BENTES; ALVES FILHO; RAMOS, 2010). With the purpose to accept these challenges and uncover new forms of analysis, it is that this paper was developed. This topic is part of the project: The promotional genre ad email: description of processes and framing of the senses of the text; (Phase I), which focuses on the analysis of reference and multimodal processes in the advertisement of the promotional email. To achieve this purpose, three ads were selected advertiser Hoje Eu Vou, which stresses the multimodal features of the promotional email. For the analysis of data/texts in we support the theoretical concepts of Marcuschi (2003), Wysocki (2004), Bakhtin (1978), Maingueneau (2000), Kress; van Leeuwen (1996) and Lopes-Rossi (2002), authors/ researchers fundamental to achieving the objectives of this research. Aft er the analysis, we see the importance of using multimodal resources for the construction of meanings of the texts, as well as its argumentative function, where we concluded that it is inconceivable disregard the most important part of the visuals in the composition of texts. Still, we cannot disregard the interrelationship between verbal and visual language.

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Author Biographies

Marcel Pereira Pordeus, Universidade Federal do Ceará

Professor de Português, formado em Letras - Português/Literaturas pela Universidade Federal do Ceará. Foi Bolsista CNPq/PIBIC - 2012-2014.

Maria Margarete Fernandes de Sousa, Universidade Federal do Ceará

Professora Associado I do Departamento de Letras Vernáculas da Universidade Federal do Ceará e do Programa de Pós-Graduação em Linguística da referida universidade. Coordenadora do Grupo de Estudos Gêneros Textuais: Perspectivas Teóricas e Metodológicas/ GETEME, vinculado ao Grupo de Pesquisa Estudos do Texto e do Discurso - PROTEXTO/UFC.

Ana Cátia Silva de Lemos, Universidade Federal do Ceará

Mestra em linguística pela Universidade Federal do Ceará. Foi Bolsista CNPq/PIBIC - 2011-2013.

Published

2017-03-22

How to Cite

Pordeus, M. P., Sousa, M. M. F. de, & Lemos, A. C. S. de. (2017). Multimodality and compositional metafunction in promotional e-mails. Raído, 10(24), 176–191. Retrieved from https://ojs.ufgd.edu.br/Raido/article/view/4911

Issue

Section

ARTIGOS - LINGUÍSTICA E LINGUÍSTICA APLICADA