MODALIZATION AS AN ADVERTISING RESOURCE: THE BRAND OF SUBJECTIVITY IN DISSERTATIVE-ARGUMENTATIVE TEXT

Abstract

Considering that the resource of modalization is configured as a strategy of the subject to maneuver the text according to his interests, in this article, we tried to analyze under the bias of Enunciative and Textual Linguistics, the use of epistemic and deontic modalizers in dissertation-argumentative text. With regard to theoretical foundation, we used the conceptualizations of Authier-Revuz (2004) and Ducrot (1987) and also, the works of Coracini (1991), Corbari (2016), Nascimento (2010) and Pinto (1994). As a corpus of analysis, we used a 1,000 tha note essay of the National High School Exam (ENEM) of 2018. On the approach considered here, we use qualitative research descriptive-interpretative character, based on the literature review consulted. As a result of the analysis, we verified the presence of enunciative marks of deontic and epistemic modalization, both referring to the subjective construction of those who enunciate through argumentation, which allowed us to verify that the use of modalization as an enunciative mark reveals, in the dissertation-argumentative text, the attitude of the enunciator to draw attention, to highlight arguments, to evaluate information, that is, its position