Made available in DSpace on 2015-04-14T13:38:51Z (GMT). No. of bitstreams: 1 446894.pdf: 5353765 bytes, checksum: 174d2d123ca4c673ff905defe6827277 (MD5) Previous issue date: 2012-08-16 / This paper aims to verify the consistency of the Relevance Theory from Sperber e Wilson (1986; 1995), which seeks to explain how human communication processes occur through a pragmatic-cognitive approach, in which information is mentally represented and inferentially processed. In this model, are taken into consideration not only the information explicitly transmitted or present in the discourse, but also those that are implicit, as well as the intention of the speaker, the context in which communication occurs and the listener s world knowledge. To illustrate how human inferentially processes occur, 11 pieces of advertising were selected, all of them having some prejudice or discriminatory reference. This choice is due to the fact that advertising language is, in general, rich in implicit, leading the reader to retrieve information and to make inferences, in order to achieve the meaning intended by the advertiser. Moreover, it is assumed that sensitive issues, which would be considered an offense to the politically correct if explicited, are still implicitly addressed and recovered by inferentially processes. As these ideas are not linguistically expressed, it is possible the argument that their use was not intentional, and the interpretation that was achieved by the consumer is not the one that was intended by the advertiser resource often use by advertising agencies. Thus, it is considered that the selected pieces of advertising allow illustrating the conceptual architecture of the Relevance Theory, especially in regards to the inferential processing of information and the non-demonstrative character of the inferences. / Este trabalho tem por objetivo verificar a consist?ncia da Teoria da Relev?ncia de Sperber e Wilson (1986; 1995), que busca explicar de que forma ocorrem os processos comunicacionais humanos atrav?s de uma abordagem pragm?tico-cognitiva, na qual as informa??es s?o mentalmente representadas e inferencialmente processadas. Nesse modelo, s?o levadas em considera??o n?o apenas as informa??es transmitidas de forma expl?cita ou presentes no discurso, mas tamb?m aquelas de car?ter impl?cito, al?m da intencionalidade do falante, do contexto em que ocorre a comunica??o, e do conhecimento de mundo do interlocutor. Para exemplificar de que forma ocorre o processamento inferencial humano, foram selecionadas 11 pe?as publicit?rias, todas elas contendo alguma marca preconceituosa. Essa escolha deve-se ao fato de a linguagem publicit?ria ser, de modo geral, rica em impl?citos, levando o leitor a recuperar informa??es subentendidas e a construir infer?ncias, de modo a chegar ? interpreta??o. Al?m disso, assume-se que assuntos delicados, que seriam considerados uma ofensa ao politicamente correto se explicitados, continuam as ser abordados de forma impl?cita e recuperados atrav?s de processos inferenciais. Como tais ideias n?o s?o linguisticamente expressas, ? poss?vel argumentar que o uso das mesmas n?o foi intencional, e que a interpreta??o recuperada pelo consumidor n?o foi a pretendida pelo anunciante recurso muitas vezes utilizado pelas ag?ncias de publicidade. Dessa forma, considera-se que as pe?as publicit?rias selecionadas permitem ilustrar a arquitetura conceitual da Teoria da Relev?ncia, em especial no que se refere ao processamento inferencial da informa??o e ao car?ter n?o-demonstrativo das infer?ncias realizadas.