<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>1692-2522</journal-id>
<journal-title><![CDATA[Anagramas -Rumbos y sentidos de la comunicación-]]></journal-title>
<abbrev-journal-title><![CDATA[anagramas rumbos sentidos comun.]]></abbrev-journal-title>
<issn>1692-2522</issn>
<publisher>
<publisher-name><![CDATA[Sello Editorial - Universidad de Medellín]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S1692-25222018000200073</article-id>
<article-id pub-id-type="doi">10.22395/angr.v17n33a4</article-id>
<title-group>
<article-title xml:lang="en"><![CDATA[Advertising communication: Constructing meaning potential through disjunctive grammar]]></article-title>
<article-title xml:lang="es"><![CDATA[Comunicación publicitaria: construcción de potencial de significado a través de la gramática disyuntiva]]></article-title>
<article-title xml:lang="pt"><![CDATA[Comunicação publicitária: construção de potencial de significado por meio da gramática disjuntiva]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Dalamu]]></surname>
<given-names><![CDATA[Taofeek O.]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,University of Lagos  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Nigeria</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2018</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2018</year>
</pub-date>
<volume>17</volume>
<numero>33</numero>
<fpage>73</fpage>
<lpage>104</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S1692-25222018000200073&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S1692-25222018000200073&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S1692-25222018000200073&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract Communication through language, irrespective of the model of its structure and deployment, entails the making of meanings. Publicity professionals seem to understand that meaning making in communicating the target audience does not need to be either clausal or sentential-dependent. Meaning productions can be pungent with fragmented structures. Thus, the ways that advertising experts produce meaning through disjunctive grammar was the concern of this study. The analysis considered twelve advertisements of beverages and telecommunications for examination to explicate meanings. The Hallidayan &#8216;below the clause&#8217; was the conceptual facilitator of meanings in texts. The application of technological tools of the table and graph assisted in computing the frequencies of the disjunctive facilities of the texts. The study drew a conclusion that nominal group is the most employed device to fascinate readers to consumption. Having observed that advertisers utilized health matters, beliefs and values, monetary gifts, contents of commodities, globalization, etc. to persuade consumers, the study suggested that advertisements could continue to deploy punctuated structures to reveal the true contents of the advertised products for proper decision making in the products&#8217; patronization. Such behavior of disjunctive deployment could also stimulate the public from being recalcitrant to reading advertising artifacts, as convincing the public, in one way or another, is actually the goal of persuasion in advertising.]]></p></abstract>
<abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen Cualquiera que sea el modelo que guíe su estructura y desarrollo, la comunicación a través del lenguaje implica la creación de significados. Los publicistas parecen entender que la creación de significado en la comunicación con el público objetivo no necesita depender de la cláusula o dea la oración. Las producciones de significado pueden ser mordaces y con estructuras fragmentadas; con esto, el estudio que dio origen al presente artículo se interesó por la forma en que los expertos en publicidad producen significado a través de la gramática disyuntiva. Se analizaron doce anuncios de bebidas y telecomunicaciones, en aras de explicar los significados. El concepto de &#8220;debajo de la cláusula&#8221;, acuñado por Halliday, fue el facilitador conceptual de los significados en los textos. El uso de herramientas tecnológicas como tablas y gráficos ayudó a calcular las frecuencias de las instalaciones disyuntivas de los textos. Se llegó a la conclusión de que la frase nominal es el dispositivo más empleado para interesar a los lectores en el consumo. Habiéndose observado que los anunciantes utilizaban asuntos de salud, creencias y valores, regalos monetarios, contenidos de productos básicos, globalización, etc. para persuadir a los consumidores, el estudio sugirió que los anuncios podrían seguir empleando construcciones con signos de puntuación para revelar los verdaderos contenidos de los productos anunciados, de tal forma que se tomaran las decisiones adecuadas al favorecerlos. Tal comportamiento de despliegue disyuntivo también podría llevar al público a leer materiales publicitarios en lugar de rechazarlos, en tanto que, de una manera u otra, convencer al público es el objetivo real de la persuasión en la publicidad.]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo Qualquer que seja o modelo que guie sua estrutura e desenvolvimento, a comunicação por meio da linguagem implica a criação de significados. Os publicistas parecem entender que a criação de significado na comunicação com o público-alvo não precisa depender da cláusula ou da oração. As produções de significado podem ser mordazes e com estruturas fragmentadas; com isso, o estudo que deu origem ao presente artigo interessou-se pela forma como os especialistas em publicidade produzem significado por meio da gramática disjuntiva. Analisaram-se doze anúncios de bebidas e telecomunicações, a fim de explicar os significados. O conceito de &#8220;cláusula dependente&#8221;, estabelecido por Halliday, foi o facilitador conceitual dos significados nos textos. O uso de ferramentas tecnológicas como tabelas e gráficos ajudou a calcular as frequências das instalações disjuntivas dos textos. Chegou-se à conclusão de que a frase nominal é o dispositivo mais empregado para interessar os leitores no consumo. Tendo-se observado que os anunciantes utilizavam assuntos de saúde, crenças e valores, presentes monetários, conteúdos de produtos básicos, globalização etc. para persuadir os consumidores, o estudo sugeriu que os anúncios poderiam seguir empregando construções com signos de pontuação para revelar os verdadeiros conteúdos dos produtos anunciados, de tal forma que tomassem as decisões adequadas ao favorecê-los. Tal comportamento de implantação disjuntiva também poderia levar o público a ler materiais publicitários no lugar de recusá-los, portanto, de uma maneira ou de outra, convencer o público é o objetivo real da persuasão na publicidade.]]></p></abstract>
<kwd-group>
<kwd lng="en"><![CDATA[advertising]]></kwd>
<kwd lng="en"><![CDATA[below the clause]]></kwd>
<kwd lng="en"><![CDATA[communication]]></kwd>
<kwd lng="en"><![CDATA[disjunctive structure]]></kwd>
<kwd lng="en"><![CDATA[language]]></kwd>
<kwd lng="en"><![CDATA[meaning derivative]]></kwd>
<kwd lng="es"><![CDATA[Publicidad]]></kwd>
<kwd lng="es"><![CDATA[debajo de la cláusula]]></kwd>
<kwd lng="es"><![CDATA[comunicación]]></kwd>
<kwd lng="es"><![CDATA[estructura disyuntiva]]></kwd>
<kwd lng="es"><![CDATA[idioma]]></kwd>
<kwd lng="es"><![CDATA[significado derivado]]></kwd>
<kwd lng="pt"><![CDATA[Publicidade]]></kwd>
<kwd lng="pt"><![CDATA[cláusula dependente]]></kwd>
<kwd lng="pt"><![CDATA[comunicação]]></kwd>
<kwd lng="pt"><![CDATA[estrutura disjuntiva]]></kwd>
<kwd lng="pt"><![CDATA[idioma]]></kwd>
<kwd lng="pt"><![CDATA[significado derivado]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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