Estrutura, argumentatividade e coesão nos textos publicitários : perspetivas de abordagem na aula de língua materna

Abstract

This paper discusses some of the organizational axes of the printed advertising text, emphasizing in terms of structure and argumentativity, as well as in the mechanisms of cohesion; this type of text is guided by differential aspects. In structural terms, although the existence of a prototypical structure is often mentioned, the printed text has several variants of it, which must be relativized. Regarding its argumentative character, the linguistic markers of argumentativity are frequently absent from the surface of the text, due to the illocutionary indirection phenomenon. Also, in terms of textual cohesion, there is a non-occurrence of certain central mechanisms, as well as the over-exploitation of others.