Análise dos recursos semióticos em filme publicitário

Abstract

The objective of this text is to analyze an excerpt from the television commercial of Caixa Econômica Federal - a hybrid institution, mixed of public banks with private banks. The commercial section will be analyzed and interpreted in the light of the Social Semiotic Theory of Multimodality, by Gunther Kress (2010) and Halliday's Isthmian-Functional Linguistics (2014). The video is a 60-second advertising piece, aired on 2014 on prime-time television - between 9 pm and 10 pm. This research intends to elucidate how the semiotic features - camera position, speech text, participant distance to the viewer, participants' look, gestures, colors etc - were used by the author of the commercial and integrated in the multimodal text for the construction of the whole significant. We consider that the author of the commercial is the Government and, in this way, he is also the signmaker, the one who has the semiotic and economic resources at his disposal to use them and, with this, transmit the message with the effect that he wishes , which is equivalent to performing a semiotic-social action.