Emojis as a new strategy of capturing in advertising discourse

Abstract

Today, every moment, we are surprised by the advances in the area of ​​communication, which consequently affect the language. Advertising is the means of mass communication that, aware of these changes, reinvents itself and seeks to communicate in an increasingly effective and seductive way, renewing itself constantly when adopting new strategies. Present in our daily conversations on social networks and instant chat apps, emojis capture consumers because they are for advertising a creative and fun way to present a product or a brand. With this in mind, the present work aims to investigate the role of emoji in the advertising message and the sociodiscursive imaginaries evoked from the analysis of two advertising pieces run between the years 2015 and 2018, under the light of the Semiolinguistic theory of Analysis of Discourse, developed by Patrick Charaudeau. For this analysis, the notions of subjects of the language act, the World Semiotization Process, Communication Contract, as well as the notion of Sociodiscursive Imaginaries will be considered. The preliminary analysis has shown that, when used, from the imaginary that the interlocutor has of the social, the emojis configure a strategy of capturing. Finally, with this work, we hope to contribute to researches in the field of human communication and language sciences.