7) O discurso publicitário e o jogo de máscaras das modalidades discursivas

Abstract

Inglês: This paper deals with discoursive modalities that give support to advertising texts. It analyses enunciative (alocutive, elocutive and delocutive), narrative and argumentative modalities, showing that the alocutive, under the type of advice/information and the delocutive, under the type of evidence are the most recurring modalities.At the same time, it presents P (product) equivalent to receiver’s “search-object” as the most frequent narrative discoursive type in this kind of text, that also largely uses the argumentative strategy of singularization