Analisando a publicidade Bom Bril como texto multimodal

Abstract

As a good example of a multimodal text which combines the semiotic codes verbal and visual (Kress e van Leeuwen, 1996:183), the ad- vertising campaign of Bom Bril, was selected as research corpus for this work. The analysis of Bom Bril's advertising texts had as objective to test Kress and van Leeuwen (1996) grammar for visual design as a methodolog- ical tool in image studies as well as to investigate the relationship between verbal and non-verbal elements and the transitivity system (Halliday, 1994). Bom Bril's advertising campaign combines narrative and transitivity conceptual structures: Bom Bril's boy pose for the photo in a space similar to a TV news program and using in each campaign, voices of a new character to offer cleaning products.