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Processos inferenciais na publicidade

Processos inferenciais na publicidade


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About the Book

A publicidade ocupa um espaço importante na sociedade atual, movimentando grandes quantias no mercado. No entanto, algumas pessoas se perguntam se o papel da publicidade se encontra restrito à arte de vender produtos, ou se ela deveria preocupar-se com as ideias e valores que transmite. De qualquer maneira, parece crescer a preocupação com o discurso politicamente correto, sendo que vários anúncios são alvo de críticas e reclamações por parte dos consumidores, o que causa prejuízos ao produto e à imagem da marca. Mas como são apresentadas tais informações? De que forma essas são recuperadas e processadas pelo público-alvo? Por meio de uma abordagem pragmático-cognitiva, busca-se elucidar os processos de compreensão e interpretação do significado implícito, partindo da hipótese de que um enunciado linguístico não contém, necessariamente, todas as informações requeridas para a sua compreensão. Nesse sentido, é preciso que a audiência recupere e reconstrua informações implícitas, formulando inferências que preencherão as muitas lacunas de sentido.


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Product Details
  • ISBN-13: 9783639616347
  • Publisher: Novas Edicoes Academicas
  • Binding: Paperback
  • Language: Portuguese
  • Returnable: N
  • Spine Width: 7 mm
  • Weight: 231 gr
  • ISBN-10: 3639616340
  • Publisher Date: 09 Jul 2014
  • Height: 229 mm
  • No of Pages: 116
  • Series Title: Portuguese
  • Sub Title: o politicamente (in)correto
  • Width: 152 mm


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