Publicidade e textos híbridos: leitura de informações e impressões

Abstract

This text will present some research results about reading and visual processing of texts and pictures, and will discuss, supported by a rough typology for articulate texts of visual and verbal printed material (mixed, hybrid and fusional), the importance of visual semiotic systems in the transmission of information nowadays. We will try to show how and what we read in different kinds of hybrid texts, like those complex rhetorical texts used in printed advertising, by revealing, through a basic set of examples, how they promote the transmission of multiple kinds of pragmatic and emotional information.