A multifuncionalidade do conectivo "quando" em propagandas

Abstract

Traditional Grammars, in general, address coordination and subordination from a purely syntactic point of view, abiding to the phrasal scope, which indicates that new referrals should be conducted in the treatment of sentences. In this work, we intend to highlight the importance of considering, in the analysis of sentences, semantic and pragmatic factors, beyond the syntactic ones. From the perspective of the Functionalist Theory of language, which points to the communicative purpose as the primary function of language and advocates the analysis of the data from actual use, based on the propositions of Givón (2001), Matthiessen and Thompson (1987) and Decat (1993, 1999 and 2001), we seek to find other uses for the connective when, besides the prototypical, from the observation of inferential relations that emerge from the articulation of clauses in speech. The corpus of this work was composed by the advertisements in various media, in the period between 2004 and 2010, totaling 92 advertisements and 111 occurrences. The choice of this corpus was due to the wide circulation of advertisements and also for their power in society. As methodological procedures, some questions, which we call tests, were prepared from the approaches of Neves (2000) and Mira Mateus et al. (2003), and were applied after a qualitative analysis of the pieces, to ratify the previous classifications grounded in our knowledge of the world and the intuitive ability of native speakers. All advertisements were analyzed qualitatively and quantitatively and subsequently separated into four (04) large groups. The analyzes showed that the inferential relations the most found were time and time and concurrently condition, representing more than 40% of the corpus. We selected three (03) samples of each sample group for this study. To obtain quantitative data, we made use of some principles of the working methodology of sociolinguistics. We believe, then, on the importance of an analysis that takes into account the inferential relations that emerge from the articulation of clauses; because it values socio-communicative interaction, with the purpose of revealing, too, semantic and pragmatic aspects and its effects on language , which is seen here as a dynamic phenomenon and not as a static system.