Campanhas de prevenção HIV/AIDS : multimodalidade da linguagem e modelos culturais

Abstract

The objective of this dissertation is to analyze and compare the multimodal language from campaigns that prevent HIV/AIDS, mainly focusing in the Cognitive Linguistics perspective by incorporating the approach of regional, cultural and identity factors that are present in the production of these campaigns. In view of that, the guidelines indicated by models of care and public health policies in Brazil were investigated, notably in the case of AIDS. The study also evaluates how social marketing works in an attempt to create better living conditions for all through the use of advertising as a tool to help spreading these concepts. In this research, metaphors and multimodal metonymies, hich appeal to several regions with different characteristics, are brought to light and analyzed. This approach method is used to observe how the advertising language uses these features to provoke reactions of attitudinal and behavioral nature on the target audience. In order to meet this proposition, a corpus was built with the use of eight posters and two billboards of advertising campaigns that were spread in different parts of the country between 2009 and 2015, more than 30 years after the emergence of the epidemic. The study is based on the Conceptual Metaphor Theory proposed by George Lakoff, Mark Johnson and associated authors, as well as in studies of multimodality especially developed by Charles Forceville and other authors cited in the course of the analysis. Through this study is possible to conclude that verbal and visual metaphors/metonymies show regional, cultural and identity traces, bringing together the language of the target audience and highlighting specifics that drive the perceptual process of receivers, which contributes to the effectiveness of the messages that stimulate change of habits and behaviors.