Metáforas e metonímias conceptuais em marcas de governo federal (1990 2019) sob a perspectiva da multimodalidade: um enfoque da linguística sistêmico funcional

Abstract

This master's degree research aims to analyze how certain images, through metonymy, build their senses and convey, on the one hand, marks of their production context and, on the other, metaphorical content, helping to form persuasive processes. In this perspective, this investiga-tion has, as corpus, ten Government Brands - imagery constructions made by SECOM (Secre-tariat of Social Communication) that represent the management of seven presidents of the Bra-zilian Republic from 1990 to 2019: Fernando Collor de Mello (1990), Itamar Franco (1992 ), Fernando Henrique Cardoso (1995; 1999), Luiz Inácio Lula da Silva (2003; 2007), Dilma Rousseff (2011; 2015), Michel Temer (2016) and Jair Messias Bolsonaro (2019). The choice of term, and, consequently, of the Brands, was based on the first government elected by direct vote until the current one. Therefore, the intention is to analyze the brands aiming at: (a) the relationship between their contexts of situation and of culture; (b) the argumentative influence of slogans and verbal content; (c) the construction and organization of the elements within the image plane; and (d) the metaphors and metonymies present in them. The research question that moves this work is: How is the relationship between the contexts of situation and of culture manifested in the production of Government Brands? To answer it, we make use of Systemic-Functional Linguistics (HALLIDAY, 1994; MARTIN, 2003), the Grammar of Visual Design Theory (KRESS; van LEEUWEN, 2006) and the Theory of Conceptual Metaphor and Metonymy (LAKOFF; JOHNSON , 1980; FENG, 2017), all of which within the field of Ap-plied Linguistics. The investigation showed that: a) there was a need to know the context of the situation and culture in order to understand the metaphorical meanings found in the Brands; b) eight of the ten Brands under analysis contained the metonym type "part for the whole"; c) the metaphors found had a strong connection with their cultural contexts; and d) all constructions under analysis were directly related to one of the National Symbols.