Referenciação em cartazes do Acerta Brasil

Abstract

This study focuses on the construction of pathos as an affective element that evokes a response in the reader. Multimodality is a process of referentiality that examines the discursive relationships generated by multimodal elements in various textual genres (Hemais, 2010). Referencing articulates “language, reality, culture, thought, and discourse” (Cavalcante et al., 2020, p. 192). The research question examines the contribution of referencing to the construction of pathos in discourse. This qualitative study aims to investigate how referencing operates in the constitution of pathos. The analyses were developed and grounded in the studies of Textual Linguistics by Koch and Elias (2018), Cavalcante (2022), and Marcuschi (2008); in the Theory of Argumentation in Discourse by Perelman and Olbrechts-Tyteca (2014); and in the effects of the rhetorical strategy of pathos by Bini and Sella (2023). The results indicate that multimodal elements, such as varying font sizes, the different colors used in the advertisements, and the images—the child crying over the Caloi bicycle, the mask depicting a heart, the abused dog, and the drops of blood—are capable of evoking emotions in the audience.