O Estilo Em Anúncios: Um Estudo Exploratório

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O Estilo Em Anúncios: Um Estudo Exploratório O ESTILO EM ANÚNCIOS: UM ESTUDO EXPLORATÓRIO Ana Keyla Carmo Lopes - UFC ([email protected]) Profa. Dra. Maria Margarete Fernandes de Sousa - UFC ([email protected]) Resumo: Este trabalho objetiva analisar o estilo como parâmetro de categorização do(s) gênero(s) anúncio(s). A principal motivação desta pesquisa deve-se à existência de “confusões” que reinam em torno da questão: há gênero ou gêneros anúncios? Por se tratar de gênero(s) muito presente(s) na vida das pessoas, de modo geral, consideramos oportuno e relevante aprofundar estudos no sentido de identificar elementos linguísticos que possam contribuir para a evidência das nuanças relativas ao(s) gênero(s) em questão. Para isso, seguimos as concepções de Bakhtin ([1953] 2000) e Carvalho (1996), dentre outros, para o desenvolvimento desta investigação, pois estes autores dão atenção (especial) ao estudo do estilo no uso da linguagem. Para a realização da pesquisa, analisamos 57 textos impressos, retirados de suportes distintos. i. 15 anúncios publicitários (divulgados em revista, outdoor e folder); ii. 15 anúncios institucionais (divulgados em revista, outdoor e folder); iii. 12 anúncios fúnebres divulgados em jornal, iv. 15 anúncios classificados divulgados em jornal. No anúncio classificado, há o uso de palavras abreviadas, números que designam preço, número de telefone, extensão, em menor proporção, cifrão, letra em negrito e caixa alta. No anúncio fúnebre, há o símbolo da cruz com maior destaque, o uso do negrito e de números, referentes a datas e horários. No anúncio publicitário do suporte revista, os recursos multimodais se mostraram relevantes para a identificação do gênero. No anúncio publicitário, a imagem, as cores intensas são recursos significativos para o reconhecimento desse gênero, independentemente de ele se encontrar no suporte revista, outdoor ou folder. No anúncio institucional, a imagem também é importante para a organização textual desse gênero, bem como o uso de logomarcas, logotipos, siglas. Em suma, verificamos que o estilo é um recurso importante, dominante para a identificação dos gêneros, Ana Keyla Carmo Lopes é doutoranda do Programa de Pós-Graduação em Linguística pela Universidade Federal do Ceará/UFC, integrante do PROTEXTO/UFC - Grupo de Pesquisa: Estudos do Texto e do Discurso, desde 2001, ligada ao subgrupo de estudos GETEME/UFC - Gêneros Textuais: perspectivas teóricas e metodológicas, desde 2007. Maria Margarete Fernandes de Sousa é doutora em Linguística pela Universidade Federal de Pernambuco/UFPE, professora adjunta da Universidade Federal do Ceará/UFC, coordenadora do subgrupo de estudos GETEME/UFC - Gêneros Textuais: perspectivas teóricas e metodológicas, desde 2007, que é parte do PROTEXTO/UFC - Grupo de Pesquisa: Estudos do Texto e do Discurso, desde 2001. 1 todavia faremos uma investigação mais aprofundada, para obtermos resultados mais precisos que poderão evidenciar outras relações possíveis ainda não observadas. Palavras-chave: estilo e gêneros anúncios. Abstract: This work aims at analyzing style as a categorization parameter of the advertisement genre. The main motivation of this research is that there seems to be some confusion about whether there is genre or advertisement genres. Once that advertisements are part of people´s everyday lives, it seems to be important to deepen studies to identify linguistic elements that can contribute to uncover the relative nuances of the genre under study. To accomplish our goal, we take as basis for this research mainly the principles described in Bakhtin ([1953] 2000) and Carvalho (1996), because these authors give special attention to the study of style in language use. We analyze 57 printed advertisements published in magazines, billboards and folders; II. 15 institutional advertisements published in magazines, billboards and folder; III. 12 obituaries published in newspapers; IV. 15 classified advertisements published in newspapers. In the 15 classified advertisements, we have identified the use of reduced word forms, numbers that refer to price, telephone, extension, and least frequent, currency symbol, letter in boldface and in capitals. In the obtuaries, there is the cross sign always highlighted and there is also the use of boldface and numbers referring to dates and schedules. In the publicity advertisement published in the magazines, the use of multimodal resources has proved to be an excellent source of identification of this genre. In the publicity advertisements, the image, the intense colors are significant resources for the recognition of this genre, no matter if they were published in magazines, billboard or folder. In the institutional advertisement, the image is also important for the literal organization of this genre, as well as the use of logos and acronyms. In short, we have come to the conclusion that style is an important resource for the identification of the genre, however we still need to deepen our investigation to get more evidence of the phenomenon here investigated. Keywords: style and advertisement genres. 1 Concepções teóricas 1.1 Estudo do estilo em anúncios Neste item, que está subdividido em dois subitens: a) o estilo, referente a questões gerais sobre o estudo do estilo; b) os recursos de estilo, vinculados a nosso objeto de estudo, abordaremos aspectos concernentes a sua importância quanto a seu uso enquanto recurso de categorização dos gêneros anúncios. 2 1.1.1 O estilo Para Bakhtin ([1953]1 2000), há três elementos que são caracterizadores dos gêneros em geral: conteúdo temático (seleção de temas), estilo (escolha de recursos linguísticos), construção composicional (formas de organização textual). A respeito, afirma o autor: A utilização da língua efetua-se em forma de enunciados (orais e escritos), concretos e únicos, que emanam dos integrantes duma ou doutra esfera da atividade humana. O enunciado reflete as condições específicas e as finalidades de cada uma dessas esferas, não só por seu conteúdo (temático) e por seu estilo verbal, ou seja, pela seleção operada nos recursos da língua – recursos lexicais, fraseológicos e gramaticais -, mas também, e sobretudo, por sua construção composicional. Estes três elementos (conteúdo temático, estilo e construção composicional) fundem-se indissoluvelmente no todo do enunciado, e todos eles são marcados pela especificidade de uma esfera de comunicação (BAKHTIN, 2000, p. 279). Bahktin (2000) restringe o estilo ao caráter verbal da linguagem, através da ênfase ao estudo dos recursos lexicais, fraseológicos e gramaticais da língua. Porém, o estilo manifesta-se no gênero, para além dos recursos da língua, por conseguinte, os recursos multimodais também são relevantes para a caracterização de gêneros. O autor considera que há uma relação direta entre o estilo e o próprio gênero, quando afirma: “quando há estilo, há gênero” (p. 286), ou seja, o estilo estabelece com os gêneros uma relação indissociável. A partir daí, Bakhtin (2000) explicita dois tipos de estilo: o estilo individual e o estilo linguístico ou funcional. A caracterização de um estilo em geral e individual exige uma abordagem profunda sobre a natureza dos enunciados e dos diversos gêneros do discurso. Segundo o autor, o estilo individual é mais encontrado em gêneros primários, apesar da sua ocorrência em obras literárias, nem todos os gêneros vinculam-se a esse estilo, além disso, o estilo individual é detentor de aspectos expressivos. O estilo linguístico ou funcional liga-se às especificidades dos gêneros de maior complexidade genérica. Em relação aos dois estilos, Araújo; Biasi-Rodrigues (2007, pp. 80-81) afirmam: 1 O ano de 1953 representa a primeira edição de publicação do livro em inglês, Estética da Criação Verbal, de Bakhtin, nesta pesquisa, adotamos a versão em português datada em 2000. 3 [...] Bakhtin sugere dois tipos de estilos: o estilo individual e o estilo lingüístico ou funcional. A manifestação do primeiro parece se limitar aos gêneros primários embora seja produtivo, também, nos gêneros líricos, que são secundários. Já o segundo estilo é associado pelo autor às especificidades de formas genéricas complexas. Assim, o estudo do estilo lingüístico ou funcional seria um dos elementos importantes para evidenciar as marcas de um determinado gênero. O pensador russo considera possível, no entanto, que no estilo funcional possam aparecer marcas do estilo individual. Para ele, um conjunto de estilos peculiares dá forma à modalidade escrita da língua, mas isso não a impede, enquanto sistema, de estar em constante transformação, paralelamente a um outro, designado por Bakhtin ([1953] 2000) de “sistema de língua literária”. Este último opera, não só com os estilos da língua escrita, mas também com os da língua oral, ou, como ele mesmo diz, da “língua popular” (p. 286). Para Brait (2005), o estilo é considerado uma dimensão textual e discursiva, na perspectiva bakhtiniana, que permite uma polêmica em relação às vertentes clássicas da linguística e da estilística, e da própria filosofia que lhes dá suporte teórico, através de afirmações teóricas, de análises de autores distintos, gêneros e especificidade das relações inter e intradiscursos. Essa polêmica instaura-se, basicamente, quando Bakhtin (2000) critica a debilidade dos estudos sobre estilos dos gêneros que não levam em consideração as diversidades dos gêneros e não abordam uma classificação ou unidade de base. Geralmente, as classificações são superficiais e sem critério diferencial. Elas são resultados da falta de compreensão da natureza dos gêneros, da ausência
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