A transmodalidade de processos materiais : uma análise multimodal dos anúncios publicitários de fast food
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Data
2025-07-11
Autores
Santana, Tainá Rocha
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Universidade Federal do Espírito Santo
Resumo
Grounded in Systemic Functional Linguistics (Halliday, 1994; Halliday; Matthiessen, 2004) and the Grammar of Visual Design (Kress; van Leeuwen, [1996] 2006), this research analyzes how the systems of transitivity and mood of Material Processes are constructed in advertising texts, aiming to fulfill the sociocommunicative purposes of the genre. The corpus comprises 200 fast food advertisements published between 2018 and 2024, collected from Instagram pages belonging to the four largest Brazilian franchises: McDonald’s, Subway, Burger King, and Bob’s, with fifty ads from each brand. As a multimodal genre, the study investigates the relationship between verbal and visual language. Thus, the guiding research question is: how do the Transitivity System and the Mood System of Material Processes operate at the interface between verbal and non-verbal elements in fast food advertisements to construct meanings and achieve sociocommunicative purposes? The hypothesis that guides this study is that, in multimodal texts, these systems manifest in distinct ways, expanding into the visual mode. The methodology involved analyzing the clauses in isolation and in relation to the image, observing whether the syntactic and semantic elements of the Process are realized verbally or depend on the visual component for their full meaning. Subsequently, the clauses were analyzed in a complementary relationship with the visual language of the ad, in order to identify whether these categories extend into the image. The findings point to three types of Transmodality: (i) Visual Expansion: the linguistic component of the experiential Figure can be syntactically complemented by the image; (ii) Visual Reference: the linguistic referent can be defined by the visual; and (iii) Visual Emphasis: the linguistic material may not rely on the image for comprehension, but the image serves as reinforcement of the verbal message. Furthermore, it was found that transmodal choices play a crucial role in meaning-making, with a predominance of Material Processes of the "doing" type, frequent use of transitive clauses, preference for indicative and imperative mood, as well as modalization and positive polarity. Finally, the transmodal analysis showed that, in most cases, the visual mode reinforces or defines the verbal meaning, highlighting that images are not merely decorative elements, but fundamental components in the construction of meaning. These results confirm the need to integrate both linguistic and non-linguistic elements into grammatical analyses of multimodal texts.
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Multimodalidade , Transitividade , Anúncio publicitário , Processo material , Multimodality , Transitivity , Material process , Advertisement