Reconfigurações Metafóricas nos Textos Publicitários

Resumo (EN)

ln the First Chapter we drew a general panorama of the drugs and the problems they cause in the society. We tried to detach the importance of the family as a nucleus in which are established different ways of speaking, that is, rhetorical forms that end up transforming themselves in metaphors lexicalized, a point which affects drogadição through the use of a language that hides itself and gives margin to the appearance of the off voice. ln the Second Chapter we centered our attention in the description of the metaphorical reconfigurations done by several codes which show themselves in audiovisual texts. The classification of the metaphorical modalities was done according to the molds of Groupe µ. Based on the obtained data, in the Third Chapter, we wanted to do some comments focused on detaching the communicative effectiveness of the studied audiovisual texts. Our goal was to point that the reconfiguration of the metaphors lexicalized well characterizes the audiovisual languages renewals. Besides, it enlarges its effectiveness when the absence of the drogadicto is noticed by the spectator, in good part of their compounds shades with the participation of such strong senses as sight and audition. ln that process, the decoding of the metaphors for disjunction absence doesn't become difficult due to intermediate points of those metaphors belonging to family universe or being relatively familiar to the receivers of the texts.