MODOS Y MODALIDADES EN EL GÉNERO PUBLICITARIO DE SEGUROS

Abstract

(The present work is based on the premise that the enunciation of the advertising message is not an individual act, but a social activity that is constituted from a set of conventions or discourse patterns that participants of a communicative act use in the advertising interaction. The study of the advertising message as a discourse genre allows linking not only its semantic or formal, but also pragmatic characteristics, sustained in the specific context of production and interpretation of the advertising genre. In this context, the investigation of the modes and modalities of enunciation and the modalities of the statement, in corpora of advertising messages in the field of insurance, show a scaffolding of relations that reveal the efficiency of the speaker’s persuasive resources of this discourse type to catch the interest of the adressee. The results demonstrate the presence of a instantiated subject in a preferred personalized way, the use of an assertive, interrogative and intimative modality of enunciation and of a modality of the statement which is essentially appreciative or axiological.)