Função Apelativa ou Conativa - Teoria da Comunicação - Aula 4

Summary

The video discusses the conative function of language, primarily focusing on its persuasive aspects. It highlights how the imperative verb form is used to engage the audience directly, as seen in advertisements and public signage. The speaker explains the difference between informative and persuasive messages, emphasizing the importance of context in interpreting language. For example, phrases like 'No smoking' can be both informative and predominantly conative, depending on their construction and visual presentation. The discussion also touches on the subtlety of persuasive intent in poetic language, warning about the implications of subliminal messaging in advertising.

Takeaways

• 😀 The *apelativa* function in language aims to persuade and engage the receiver, primarily using imperatives.
• 🗣️ The use of the pronoun 'você' (you) makes messages more personal, enhancing their appeal.
• 📢 Advertisements often utilize the imperative form to directly command the audience to take action.
• 🔍 Context is crucial in determining how messages are perceived; it can shift a statement from informative to appealing.
• 🚭 A phrase like 'fumar é proibido' (smoking is prohibited) may be informative for non-smokers but more aggressive and appealing for smokers.
• 🎨 The visual presentation of messages (e.g., bold or colored text) can significantly increase their appeal.
• ✨ Some texts primarily function poetically yet still aim to persuade, as seen in creative advertising.
• 🌟 Subliminal messaging in advertisements suggests benefits without explicitly stating them, such as associating beauty products with attractive models.
• 📖 It’s important to differentiate between explicit and implicit functions in texts when analyzing language, especially in exams.
• ⚠️ Caution is advised in interpreting language functions, as they can vary based on context and audience perception.

Q & A

What is the 'função apelativa' in language?

The 'função apelativa' or appealing function in language is designed to influence or persuade the receiver, often used in advertisements and promotional contexts.

How does the use of imperative verbs contribute to the appealing function?

Imperative verbs create a sense of urgency or command, directly addressing the receiver (you), which enhances engagement and persuasion in messages.

Can you provide an example of a predominantly informative message?

An example of a predominantly informative message is 'fumar é proibido' (smoking is prohibited), which primarily conveys information rather than directly engaging the receiver.

What makes the phrase 'não fume' predominantly appealing?

'Não fume' (do not smoke) is predominantly appealing because it directly addresses the receiver and conveys a clear command, prioritizing the audience's actions.

Why is context important in interpreting messages?

Context is crucial because it influences how messages are perceived; for instance, a non-smoker may view a smoking prohibition differently than a smoker.

What role do non-verbal elements play in communication?

Non-verbal elements, such as bold or flashing signs, can enhance the appealing function of a message by attracting attention and reinforcing the intended command.

How can subliminal appeals be found in advertising?

Subliminal appeals in advertising may use suggestive imagery or poetic language to create implicit associations, such as linking beauty to a product without overtly stating it.

What is the difference between the appealing function and the informative function?

The appealing function prioritizes persuading the receiver, while the informative function focuses on delivering factual information without necessarily engaging the audience.

In what ways can the intention behind a text affect its classification?

A text may have a poetic construction while still aiming to be appealing; the intention behind the message can affect whether it is seen as predominantly informative or appealing.

What warning does the speaker provide regarding the interpretation of language functions?

The speaker warns that exam questions might ask for the explicitly stated function in a text versus the implicit function, highlighting the need to carefully analyze context and wording.