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This paper aims to discuss both a typology of articulation between verbal and pictorial modalities in the construal of metaphors and the potential pragmatic and rhetorical effects of the activation of multimodal metaphors in practical argumentation. To do so, we analyze six texts from governmental health campaigns in Brazil oriented towards the elimination of Aedes aegypti breeding grounds, the mosquito mainly responsible for the transmission of dengue fever, chikungunya and zika in the country. In terms of the expression of metaphorical vehicles and topics in each modality, we could identify, as a result, three main modes of articulation: autonomy, correlation and interdependence. For each mode, we showed some pragmatic and semantic effects, such as increasing metaphoricity, inducing reframing and refining referentiality. We frame this discussion by critically considering a series of different frameworks on metaphor studies, such as Lakoff and Johnson (1980), Forceville (2007), Muller (2008), Vereza (2007, 2017, 2018), Goncalves-Segundo and Zelic (2016) and Steen (2017). In terms of argumentative roles, we concluded that multimodal metaphors were relevant in construing the Negative Consequences of inaction in regard to the elimination of breeding grounds, hyperbolizing the lethal potential of the infections; in inducing the reader’s readiness and tendency towards working collectively to achieve the campaign’s intended Goals; and, finally, in generating humor in the construal of the campaign’s Motivating Circumstances, in order to draw the reader’s attention and identification towards this necessary social action. To support this debate, we drew mainly on Fairclough and Fairclough (2012), Macagno and Walton (2019) and Goncalves-Segundo (2019). Keywords: multimodal metaphor; multimodality; metaphor; argumentation; practical argumentation. Resumo: Nosso objetivo, neste artigo, e discutir tanto uma tipologia de articulacao entre as modalidades verbal e imagetica na construcao de metaforas quanto os potenciais efeitos pragmaticos e retoricos da ativacao de metaforas multimodais na argumentacao pratica. Para isso, analisamos seis textos de campanhas governamentais de saude brasileiras orientadas a eliminacao de focos de reproducao do mosquito Aedes aegypti, o principal responsavel pela transmissao da dengue, da chikungunya e da zika no pais. No que diz respeito a expressao de veiculos e topicos metaforicos em cada modalidade, identificamos, como resultado, tres principais formas de articulacao: autonomia, correlacao e interdependencia. Para cada uma dessas formas, mostramos alguns efeitos semântico-pragmaticos, como aumento de metaforicidade, inducao de reenquadramento e refinamento de referencialidade. Tecemos essa discussao a partir de um dialogo critico com diversas perspectivas, em especial Lakoff e Johnson (1980), Forceville (2007), Muller (2008), Vereza (2007, 2017, 2018), Goncalves-Segundo e Zelic (2016) e Steen (2017). Em termos de funcoes argumentativas, concluimos que as metaforas multimodais foram relevantes na construcao das Consequencias Negativas da inacao no tocante a eliminacao dos focos de reproducao do mosquito, hiperbolizando o potencial letal das infecoes; na inducao de um estado de prontidao e de trabalho coletivo no sentido de atingir os Objetivos da campanha; e, finalmente, em gerar humor na construcao das Circunstâncias Motivadoras da campanha, para obter a atencao e a identificacao do leitor em relacao a essa acao social necessaria. Para enquadrar esse debate, valemo-nos especialmente de Fairclough e Fairclough (2012), Macagno e Walton (2019) e Goncalves-Segundo (2019). Palavras-chave: metafora multimodal; multimodalidade; metafora; argumentacao; argumentacao pratica.

revista de estudos da linguagem

Multimodal metaphors and practical argumentation: discussing rhetorical effects and modes of articulation between modalities / Metáforas multimodais e argumentação prática: discutindo efeitos retóricos e modos de articulação entre modalidades