SINESTESIA COMO IMPLEMENTAÇÃO DA ESTRATÉGIA DE IMPACTO SENSORIAL NA PUBLICIDADE EM LÍNGUA INGLESA
ASPECTO PSICOLINGUÍSTICO
DOI:
https://doi.org/10.18316/rcd.v16i44.12364Palavras-chave:
Sinestesia verbal, Estratégia de impacto sensorial, Publicidade de produtos de beleza, Psicologia do consumidorResumo
Esta pesquisa explora a sinestesia como uma estratégia de impacto sensorial no discurso publicitário, focando em anúncios de produtos de beleza e no uso de associações sinestésicas binomiais e polinomiais baseadas nas modalidades sensoriais humanas. A publicidade é analisada como uma estratégia de influência psicolinguística, destacando seu papel na alteração da consciência do consumidor e no desencadeamento de decisões de compra. Uma revisão sistemática de literatura psicolinguística, sociofilosófica, cultural e psicológica foi conduzida, juntamente com análises de conteúdo, componentes, cognitivas e descritivas, complementadas por métodos de observação e classificação. A análise revelou uma presença significativa de associações sinestésicas em anúncios de produtos de beleza, envolvendo interações entre duas ou mais modalidades sensoriais. Essas associações frequentemente integram os cinco sentidos simultaneamente, com o olfato como modalidade primária dominante, codificada verbalmente nos textos publicitários. Os anúncios não se limitam a destacar qualidades utilitárias, mas buscam evocar emoções e experiências sensoriais que cativam os consumidores, priorizando apelos emocionais sobre argumentos racionais. A sensualidade e a conexão emocional ocupam um lugar central nas estratégias publicitárias, especialmente na promoção de produtos de beleza, ampliando os limites da percepção humana. O uso de associações sinestésicas cria uma experiência imersiva, permitindo que publicitários representem figurativamente os produtos, estimulando sensações alinhadas à essência de cada item. Os resultados reforçam a sinestesia como um método eficaz para influenciar o comportamento do consumidor, promovendo conexões emocionais mais profundas e aprimorando o impacto das mensagens publicitárias. A pesquisa oferece insights valiosos sobre estratégias sensoriais que moldam preferências e escolhas dos consumidores.
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