MULTIMODAL REPRESENTATION OF SOCIAL ACTORS IN THE DISCOURSE OF BRANDS

Abstract

This article, contemplating a theoretical dialogue between SystemicFunctional Theory (SFL) (Halliday, 1994, 2004), Critical Discourse Analysis (CDA) (Fairclough, 1992, 2006, 2012) and Multimodality (Kress, van Leeuwen, 2006 van Leeuwen, 2008), Brands (Gobe, 2010, ALLEN; SIMMONS, 2005) and Sustainability (DIAS, 2009, 2011), aims to investigate the relationships established between visual and discursive event participants a hybrid text speech (advertising and information). Theories have specific and complementary methodologies adopted to delineate the pathways analysis with qualitative approach. Research shows that social actors, visually represented in the texts in advertising or informational texts, are mitigated by the power of institutions, revealing not only as artifice communicative, but also ideological to meet sustainable prerogatives.

Keywords

• Multimodality
• social actors
• brands.