{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2025,7,30]],"date-time":"2025-07-30T15:04:53Z","timestamp":1753887893480,"version":"3.41.2"},"reference-count":51,"publisher":"FapUNIFESP (SciELO)","issue":"2","license":[{"start":{"date-parts":[[2023,1,1]],"date-time":"2023-01-01T00:00:00Z","timestamp":1672531200000},"content-version":"vor","delay-in-days":0,"URL":"http:\/\/creativecommons.org\/licenses\/by\/4.0\/"},{"start":{"date-parts":[[2023,1,1]],"date-time":"2023-01-01T00:00:00Z","timestamp":1672531200000},"content-version":"am","delay-in-days":0,"URL":"http:\/\/creativecommons.org\/licenses\/by\/4.0\/"},{"start":{"date-parts":[[2023,1,1]],"date-time":"2023-01-01T00:00:00Z","timestamp":1672531200000},"content-version":"tdm","delay-in-days":0,"URL":"http:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["DELTA"],"abstract":"<jats:p>RESUMO A an\u00e1lise da argumenta\u00e7\u00e3o verbo-visual na publicidade \u00e9 uma \u00e1rea de pesquisa: crucial e problem\u00e1tica. Apesar dessa import\u00e2ncia, os m\u00e9todos ainda utilizados para interpretar e reconstruir a estrutura dos argumentos expressos atrav\u00e9s de meios verbais e visuais capturam apenas dimens\u00f5es isoladas desse fen\u00f4meno complexo. Este artigo objetiva, assim, apresentar uma metodologia para a reconstru\u00e7\u00e3o e an\u00e1lise de argumentos \u201cde modo duplo\u201d em an\u00fancios publicit\u00e1rios, combinando os instrumentos anal\u00edticos desenvolvidos pela pragm\u00e1tica, teoria da argumenta\u00e7\u00e3o, lingu\u00edstica dos textos e dos discursos. Um an\u00fancio publicit\u00e1rio processa-se em cinco etapas. A primeira corresponde \u00e0 an\u00e1lise do seu contexto, do g\u00eanero textual e das imagens (etapa 1). Essas primeiras representa\u00e7\u00f5es sem\u00e2nticas s\u00e3o mais tarde enriquecidas atrav\u00e9s da inclus\u00e3o das suas articula\u00e7\u00f5es polif\u00f3nicas e pressuposi\u00e7\u00f5es (etapa 2), das suas explicaturas (etapa 3) e das suas fun\u00e7\u00f5es dial\u00f3gicas e for\u00e7as ilocut\u00f3rias (etapa 4). Essas etapas pragm\u00e1ticas propiciam a constru\u00e7\u00e3o de esquemas de argumenta\u00e7\u00e3o (etapa 5). O desenvolvimento desta metodologia pode vir a ser uma mais-valia para a an\u00e1lise de outros g\u00eaneros discursivos verbo-visuais, inclusive aqueles que circulam, na atualidade, nos meios digitais.<\/jats:p>","DOI":"10.1590\/1678-460x202339253871","type":"journal-article","created":{"date-parts":[[2023,3,27]],"date-time":"2023-03-27T12:24:09Z","timestamp":1679919849000},"source":"Crossref","is-referenced-by-count":0,"title":["Argumenta\u00e7\u00e3o verbo-visual no g\u00eanero textual an\u00fancio publicit\u00e1rio: uma proposta de an\u00e1lise"],"prefix":"10.1590","volume":"39","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-7638-654X","authenticated-orcid":false,"given":"Rosalice","family":"Pinto","sequence":"first","affiliation":[{"name":"Universidade Nova de Lisboa,  Portugal; Centro de Investiga\u00e7\u00e3o e Desenvolvimento sobre Direito e Sociedade,  Portugal"}]},{"ORCID":"https:\/\/orcid.org\/0000-0003-0712-421X","authenticated-orcid":false,"given":"Fabrizio","family":"Macagno","sequence":"additional","affiliation":[{"name":"Universidade Nova de Lisboa,  Portugal; Faculdade de Ci\u00eancias da Comunica\u00e7\u00e3o,  Portugal"}]}],"member":"530","published-online":{"date-parts":[[2023]]},"reference":[{"key":"ref1","series-title":"Radical pragmatics","first-page":"1","volume-title":"It-clefts, informativeness and logical form: Radical pragmatics (revised standard version)","author":"Atlas J. 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