A ambiguidade em textos publicitários sob a perspectiva da enunciação

Abstract

It is our purpose in this work to study the phenomenon of ambiguity in publicity texts, in the enunciating perspective of Émile Benveniste, by visualizing the polysemous aspect of language. We believe that the several speeches produced in an interaction situation by the subjects, the used words possess multiple meanings in the most different situations. This heterogeneity which is made possible by language enables the establishment of ambiguity , since the same term may convey different meanings, depending on the situation where it is inserted, but the concretization of one or another meaning is only completed in a situation of language in use, i.e., a situation of enunciation. Therefore, following from the assumption that the meaning of a word is given by the situation and by the circumstances in which is employed, our goal is to conduct a study about the presence of ambiguity in publicity texts, thought and discussed following from the relationship of shape and meaning, drawn up in the books Issues of General Linguistics I and II, by Benveniste, and the contribution of theoreticians who devoted themselves to the study of his work. For the theory in question, appropriating oneself of the language is to enunciate and make use of the formal device of enunciation, i.e., of the mechanism of language employment. And in enunciating, the speaker constitutes himself/herself not just as a subject, but also as you, in a space here, and at a time now, in relation to a him/her, that is, a subject constitutes himself/herself and their reality at every enunciation. Based on this theory, we notice that ambiguity takes place at two levels of reading (semi optical and semantic), but in a determined discursive situation, the speaker employs a word, following from an idea, there is always a meaning which is updated, that is, there is a built reference (unique, unrepeatable), established by the speaker in the speech act. The research is descriptive, bibliographic and qualitative because it has the purpose to observe, describe and analyze the ambiguity in selected commercials. For analysis corpus, we chose five publicity texts taken from Veja and Claudia magazines, issued in the years 2007- 2009-2010, and, in order to reach the proposed objectives, after collecting the publicity commercials we went to the publicity description and, later on, to their analysis based on Beneviste s enunciation theory, through the relationship of shape and meaning and its implication in the establishment or not of an ambiguous meaning