O PAPEL PERSUASIVO E SENSIBILIZANTE DE FIGURAS DE LINGUAGEM VISUAIS EM ANÚNCIOS E CARTAZES EM PROL DO MEIO AMBIENTE

Abstract

This text aims to describe and analyze — drawing on reflections from teaching practice at a high school — the linguistic resources used in advertising texts as mechanisms to persuade the audience. To this end, and grounded in Greimasian semiotics, we explore and discuss the notions of the conative function and "persuasive doing" (faire persuasif), as well as the rhetorical and affective roles played by figures of speech. We are guided by the premise that discourse theories — such as semiotics — and the guidelines established by the BNCC (2018) offer a fresh perspective on addressing these issues. The study analyzes advertisements and posters focused on the environment, paying particular attention to how they employ visual rhetorical figures (antithesis, metaphor, metonymy) to engage the audience emotionally. In doing so, we aim to explore communication through an affective lens, providing examples of an enunciative-discursive and multisemiotic approach to figures of speech. We seek to demonstrate that advertisements circulating in society employ both cognitive and emotional/affective mechanisms for persuasion—aspects that should also be addressed in Portuguese language classes dealing with the concepts discussed here.