Abstract
Abstract The study intends to point out the analytic potential which the interrelation be tween the Politeness Theory (BROWN; LEVINSON, 1987) and the semiotic approach of the Grammar of Visual Design (KRESS; VAN LEEUWEN, 2006) can provide to the analy sis of politeness strategies used in the advertising of public communication. We carried out a qualitative analysis of two advertising pieces in blood donation campaigns conducted by the Brazilian Ministry of Health. The textual genres analyzed, a poster and a folder, are character ized by their semiotic multimodality; therefore, resources are used to gether to produce social meanings in tune with the interests and motivations of the producers. It was highlighted by the data analysis that, as the positive politeness strategies are used by the advertisers to try to get close to the addressees, the visual language is also handled according to certain standards, in order to capture the attention of the tar geted public. The corpus suggests that the visual structures reinforce the verbal strategies used to intensify the atmosphere of closeness between those involved in the interaction situation.
Highlights
The technological advances in the production of written and visual communication during the last decade have had significant impact in the forms of social communicative interaction, expanding the ways of producing and broadcasting information in contemporary society.as argued by Dias and Gusso (2015), people have been required to have new reading and writing abilities in connection with the new technologies
In order to widen the scope of the analysis beyond the verbal dimension, we propose to combine the theoretical framework of Brown and Levinson’s politeness model (1987) and the semiotic approach of Grammar of Visual Design, by Kress and van Leewen (2006), with the objective of analyzing two advertising pieces of blood donation advertised by the Brazilian Ministry of Health
Keeping in mind these considerations, our main purpose in this article is to point out the analytic potential that the interrelation between Politeness Theory and the Grammar of Visual Design can provide to the analysis of face management strategies utilized in advertising pieces from campaigns of Brazilian blood donation
Summary
The technological advances in the production of written and visual communication during the last decade have had significant impact in the forms of social communicative interaction, expanding the ways of producing and broadcasting information in contemporary society. We do not disregard the discretions about some aspects with reference to Brown and Levinson’s ( B&L) model of politeness, such as the consideration that its strategic and instrumental view of verbal interaction could be less than realistic when applied in everyday communication (EELEN, 2001) or the questioning of the universality of politeness strategies (MATSUMOTO, 1988; IDE, 1989) As it is claimed by Pennock-Speck and del Saz-Rubio We adhere to the argument of these authors that “even though B&L’s strategic and instrumental view of verbal interaction may be unrealistic when it comes to ordinary conversation (...), it seems ideally suited to the premeditated discourse found in advertising copy” Keeping in mind these considerations, our main purpose in this article is to point out the analytic potential that the interrelation between Politeness Theory and the Grammar of Visual Design can provide to the analysis of face management strategies utilized in advertising pieces from campaigns of Brazilian blood donation.
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