ANÁLISE MULTIMODAL DE ANÚNCIOS DO PROGRAMA “NA MÃO CERTA”

Abstract

In this work we develop a multimodal analysis of two advertisements of the social program Na Mão Certa, which aims at fighting against the commercial sexual exploitation of children and adolescents on Brazilian highways. Based on genre studies (MEURER, 2002; CHEONG, 2004), on systemic functional linguistics (HALLIDAY, 1994; HALLIDAY; MATTHIESSEN, 2004) and on the visual grammar (KRESS; VAN LEEUWEN, 1996, 2006), we discuss how this topic is addressed through visual and verbal resources, resulting in explicit and implicit meanings. The results suggest that the semiotic resources in both texts contribute to reinforce the problematic as real and help in attributing responsibility to all sectors involved, mobilizing them for actions that can transform this reality.