The enchanted image: an analysis of the persuasive process as from the expression plane of a brazilian Veja magazine cover

Abstract

In this paper we report on an analysis of the 2166th issue cover of the Brazilian Veja magazine (May 26th, 2010). From the theoretical perspective of French visual semiotics we seek to investigate how and through what language resources the expression plane conveys the content plane. Our analysis draws on theoretical and methodological concepts developed within the French visual semiotics framework (e.g., semi-symbolism, syncretic language, and expression plane) to both approach the most prominent features of the text and examine the means by which some categories of one plane relate to the categories of the other. Our aim is to understand the textualization process and the meaning effects resulting from the links between the expression and the content planes. One of such effects is the argumentative orientation that stands out in the cover herein analyzed. This shows that the expression plane is not restricted to stylistic resources used with aesthetic aims; we believe that this overlaps with the interest of producing a pathemic effect. We perceive that the enunciator conveys an image of citizenship ethics and by doing so becomes representative of the voice related to this image. We can thus capture an argumentative orientation from the expression resources analyzed, which tends to favor persuasion, that is, the acceptance of the contract imposed to the reader, a contract that relies on ethical values and is indicative of social interests.