Descrição
Nos eventos discursivos, o pronome “você” tem sido apresentado como o pronome pessoal mais produtivo na atualidade. Esse pronome traz como característica a capacidade de direcionar o texto especificamente a um leitor/ ouvinte e, simultaneamente, também direcioná-lo a um grupo mais particular ou, ainda, a um grupo mais amplo. Com isso, vem se tornando uma espécie de “pronome curinga” em campanhas publicitárias. Nesta perspectiva, no presente artigo, observando as condições de frequência e produtividade, analisamos o referido pronome em doze mensagens veiculadas no suporte outdoor. Para tanto, ancoramo-nos teoricamente nos princípios de iconicidade e de metaiconicidade, postulados do funcionalismo linguístico de orientação givoniana.PALAVRAS-CHAVE : Pronome você. Funcionalismo linguístico. Suporte outdoor.ABSTRACT In discursive events, the pronoun “you” has been presented as the personal pronoun more productive today. This pronoun shows as feature the ability to specifically target the text to a reader / listener, and simultaneously also direct the communicative situation to a more particular group or even a larger group. With this, the personal pronoun “you” has become a kind of “wildcard pronoun” in advertising campaigns. In this perspective, we observe the conditions of frequency and productivity, and we analyze the pronoun “you” in twelve messages conveyed in billboards. Therefore, based on the principles of iconicity of meta-iconicity, we explain that situation using the assumptions of functionalism linguistic as Givón has proposed. KEYWORDS : Você Pronoun. Linguistic functionalism. Iconicity.||In discursive events, the pronoun “you” has been presented as the personal pronoun more productive today. This pronoun shows as feature the ability to specifically target the text to a reader / listener, and simultaneously also direct the communicative situation to a more particular group or even a larger group. With this, the personal pronoun “you” has become a kind of “wildcard pronoun” in advertising campaigns. In this perspective, we observe the conditions of frequency and productivity, and we analyze the pronoun “you” in twelve messages conveyed in billboards. Therefore, based on the principles of iconicity of meta-iconicity, we explain that situation using the assumptions of functionalism linguistic as Givón has proposed. KEYWORDS : Você Pronoun. Linguistic functionalism. Iconicity.
