Word Substitution
Humor and Expressiveness in Hortifruti Advertisements
DOI:
https://doi.org/10.11606/issn.2236-4242.v32i3p99-115Keywords:
Advertising Discourse, Lexicon, Expressiveness, Parody, StylisticAbstract
Exceeding discourses whose purpose is, above all, information, the advertising discourse prioritizes playful ideas and word games, by using strategies that imply verbal and nonverbal language. It considers the participation of the other, dialoguing with other texts, discourses, emotionally appealing to memory, to the reader/consumer repertoire. Thus, this paper considers the linguistic and discursive aspect of Hortifruti (a kind of greengrocer) advertising campaigns, aiming at showing the word substitution as an expressive resource constructing advertisements parodic tones. The analysis of the selected corpus is based on the Lexical Stylistic which is engaged with the expressiveness of the words.
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