A metonímia conceptual como estratégia argumentativa em campanhas de trânsito multimodais

Abstract

In this work, we conducted, through an interface between Textual Linguistics and Cognitive Linguistics, a study of conceptual metonymy, via idealized cognitive models, aiming to investigate their relationship with the persuasive construction of traffic advertising campaigns. Taking into consideration the hypothesis that, in this argumentative genre, conceptual metonymy, manifested in more than one semiosis, acts as an important trigger for persuasive construction and that its evocation does not occur randomly. Thus, assuming, as previously postulated, that metonymy goes beyond the historical notion of referential extension, we searched in the literature regarding the current postulates of Textual Linguistics, Cognitive Linguistics, and Argumentation. From this point of view, we highlighted the basic relevance of the records of Cavalcante (2012) and Cavalcante and Custódio Filho (2010) to underlie the notion of text in the sociocognitive perspective adopted for this research; Lakoff (1987), Lakoff and Johnson (2002), and Abreu (2008) to present the approaches of metonymy as a conceptual and inferential cognitive model; Lima (2003, 2009), addressing the construction of the textualcognitive interface, contributing for the theoretical displacement of metonymy to the studies of referencing; and Pinto (2010) to subsidize, through the discussion about Argumentation in Genres, the framework for persuasive gender analysis, which provided us with the categories of analysis in this investigation. The corpus of the study consisted of 10 copies of traffic advertisement notes, collected from the Facebook platform of DETRAN-PI. With a qualitativeanalytical-descriptive nature of the data, in this study, the observed facts were analyzed and investigated. Thus, we showed that the conceptual metonymy, manifested in different semiosis, acts as a trigger for the persuasive construction of traffic advertising campaigns. In addition, the analyzes demonstrate that metonymies are closely related to the enunciative choices, and their evocation in campaigns constitutes an argumentative strategy with which an enunciating instance seeks to persuade its interlocutors, through a web of meanings with an inferential basis that appeals to sociocultural knowledge.