Recontextualizando práticas sociais e globalização
metáfora multimodal e narrativa ficcional em anúncios comerciais impressos e na internet
Palavras-chave:
metáfora multimodal, publicidade, narrativa, variação socioculturalResumo
Este trabalho apresenta um estudo de práticas aplicadas em nível local e global ao explorar a interação entre metáfora multimodal e narrativa no discurso publicitário. Utilizou-se a Teoria da Metáfora Conceitual (TMC) e a Teoria da Integração Conceitual, a fim de comparar como mudanças sociais e seus prolongamentos são representados e recontextualizados no discurso publicitário por meio do tempo, gêneros e culturas. Alterações no tempo e nos gêneros são abordadas por meio de análises de propagandas impressas de 2000 a 2002 e de anúncios na Internet no período de 2001 a 2009. Em segundo lugar, comparamos a interação entre metáforas de TRANSFORMAÇÃO e MÁGICA e frames de narrativas em ambos os gêneros e períodos. Finalmente, dá-se atenção especial à variação de uma campanha de uma marca global (Coca-Cola) em três culturas distintas, revelando mudanças competitivas em práticas sociais globais e locais.
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