ENTRE ESTILÍSTICA E PUBLICIDADE: Análise de metáforas conceituais em anúncios publicitários automobilísticos audiovisuais em sites brasileiros entre os anos de 2019 e 2020

Abstract

This research connects studies of Cognitive Linguistics with advertising texts involving the buying and selling of automobiles. Therefore, it aims to differentiate between Semantics and Pragmatics, examine the history of Cognitive Linguistics and its thematic axes, and highlight conceptual metaphors according to the classifications established by George Lakoff and Mark Johnson in their work "Metaphors of Everyday Life." Furthermore, the topic is supported by works such as those of Eleanor Rosch, Jean Baudrillard, José Haroldo Bandeira Sousa, José Luiz Fiorin, Lilian Ferrari, Michael Reddy, Monica Fontenelle Carneiro, Roland Barthes, Ruth Amossy, and Tony Beber Sardinha. Other linguistic fields (Philosophy of Language and Semantics) that already address the definition of genre and characterize semantic properties were also used as support for the research. In light of these theorists, particularly those in Cognitive Linguistics, conceptual metaphors can be seen as a field of experience, that is, they explain terms that move beyond the usual semantic field into the realm of "imagination." Thus, the metaphorical stylistic resource appears in conventional texts and is often targeted at specific audiences. Therefore, this study used advertisements as the corpus. Furthermore, the advertisements analyzed are those from the audiovisual field, published between 2019 and 2020, on Brazilian websites. The methodology used a qualitative approach, through analysis, with bibliographic procedures, and the deductive method, based on the selection of documents, the construction of hypotheses and objectives, and the formulation of indicators that supported the final interpretation. This approach also involved exploration, grouping the information extracted from the texts and interpreting them, in accordance with the initial objectives and other findings. Therefore, regarding the objectives, it is important to analyze the use of conceptual metaphors in audiovisual automotive advertisements and understand how they influence vehicle purchases. Furthermore, the research results demonstrate the importance of using metaphors as a means of connecting consumers and products, as a significant number of these linguistic devices were observed with metaphorical expressions such as "MACHINES ARE PEOPLE," "MACHINES ARE UPDATES," and "MACHINES AWAKEN SENSATIONS," demonstrating the need to highlight genuinely human and technological aspects.