Abstract

TEIXEIRA, Carla. Injuntive utterances on advertising textual genres about wine. Diacrítica [online]. 2014, vol.28, n.1, pp.161-179. ISSN 0807-8967.

In this paper, we will analyse the occurrence of injunctive utterances in a corpus of genres such as advertising texts, labels and back labels in wine bottles and also advertisements about wine. The purpose of this research is to investigate the relations established between commercial brands and consumers, as well as the type of information conveyed and the linguistically constructed representations of these subjects. Within the framework of Text Theory and combining linguistic analysis levels with the social dimension, this research also calls upon Socio-Discursive Interactionism, which defends an ontogenetic perspective of language, consistent with a discursive and textual approach to Linguistics. Data analysis shows that the social domains or the activities involved, namely those of advertising, production and commercialization of wine, support the images of the ideal wine consumer, on what concerns wine tasting, appropriate social behaviour and good properties of the wine.

Keywords : Text Theory; Socio-Discursive Interactionism; advertisement text genres; injunction; competence.

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