Banca de DEFESA: JÉSSICA CAMILA SOARES

Uma banca de DEFESA de MESTRADO foi cadastrada pelo programa.
STUDENT : JÉSSICA CAMILA SOARES
DATE: 27/09/2022
TIME: 15:00
LOCAL: CEFET/MG NOVA SUÍÇA, SALA 330
TITLE:

Is it only grammar? Multimodal reading by proofreaders of advertising texts in the light of Social Semiotics

KEY WORDS:

Proofreading; Advertising texts; Multimodality; Social Semiotics.

PAGES: 99
BIG AREA: Lingüística, Letras e Artes
AREA: Letras
SUMMARY:

Advertising texts may reach their target audience by argumentation, through verbal and imagetic items which are able to establish all sorts of interactions with the reader. Thus, the language being used can be seen and build up meanings and effects through written texts and others semiotics resources. In this context, the figure of the proofreader arises: the professional who will make sure the verbal text and the image are coherently conveyed, considering the communicative context. He will also ensure the advertising piece is assertive in its entirety – going beyond the briefing or the settled grammar standards. So, the proofreader can act beyond the verbal text and analyze the multimodal as a whole. In this study, we investigated the proofreader’s possible actions when dealing with advertising texts that circulate throughout digital and printed media. The methodology used is qualitative and interpretivist, based on three pillars: corpus research, analysis of the advertising pieces selected considering the theory proposed and presentation of the possible interventions suggested to the proofreader. For the intervention, advertising texts were collected, reviewed and posted on digital and press media by the researcher, in order to select the pieces to be analyzed considering the main goal: to discuss possible ways of acting in the advertising proofreading of texts that circulate in digital and press media, taking into account, beyond grammar aspects, the multimodal whole of its constitution. Besides the theoretical background that focus on analyzing the proofreader performance and the advertising discourse, we consult the studies related to Social Semiotics and multimodality, such as Kress (2003), (2015); Kress and Van Leeuwen (1996), (2001); Ribeiro (2013), (2016), (2020), (2021); Natividade and Pimenta (2009); Gualberto and Kress (2019); Gualberto and Bomfante (2019); and Gualberto and Pimenta (2019). In this study, we aim to socially reflect upon the process of creation, editing and proofreading advertising texts, coming up with the proposal of a review made up of three different stages: grammar and linguistics, imagetics aspects and Social Semiotics and multimodality.

BANKING MEMBERS:
Presidente - ANA ELISA FERREIRA RIBEIRO
Interna - PATRICIA RODRIGUES TANURI BAPTISTA
Externa à Instituição - DANIELLA LOPES DIAS IGNÁCIO RODRIGUES
Externo à Instituição - FRANCIS ARTHUSO PAIVA - UFMG