Visualities and Passions: A Study on Text-Image in the Construction of Emotions through Advertising

Visualities and Passions: A Study on Text-Image in the Construction of Emotions through Advertising Discourse

DJALMA RAMALHO GONÇALVES

Abstract

The project explores the relationships between non-verbal visual language and emotions in advertisements from companies Petrobras and Vale, both implicated in recent environmental crimes. A strategy of displacing the original text into a new visual context in fictitious advertisements is employed. The aim is to understand how imagery influences both the discourse and the emotions evoked. Through a comparison between the original and fictitious pieces, the study seeks to decipher the crucial role of image in emotional manipulation through advertising.

Keywords: Non-Verbal Visual Linguistics, Text and Emotions, Advertising Campaign, Ontology of Language.