Ambigüidade e estilística do grotesco no discurso visual da publicidade

Abstract

This text has the purpose of observing certain resources that characterize the grotesque while a visual theme in the publicity. The articulation between certain plastic and figurative elements proposes a type of a fictional construction of the grotesque that it takes the personification as a discursive strategy. The ambiguity condition between what belongs to the human’s domain and the inanimate stands out as a necessary aspect to the characters’ expressive investment in a group of rhetorical operations that characterizes the inversion of statutes and that it summons an own way of confronting with this message type.