POLYSEMY AND HOMONYMY: A STUDY IN ADVERTISING SPEECH

This article aims to identify and systematize the semantic aspect of polysemy and homonymy in the language of the publicity, employed as the target audience's convincer strategy. This theme is studied through lexical-semantic postulates developed by several authors. In order to analyze this feature in more depth, it is also approached the constitution of the advertising text, which puts in relation a brand and a consumer using as methodology the bibliographic's search, especially from the work of Nelly de Carvalho; the semiological's process in the light of Charles Sanders Peirce's theory, explored in the genre in question. In the analysis of the corpus, the (ortho) graphics, phonetic, morphological, syntactic and pragmatic-stylistic aspects are presented, prepared by the adman to hold the reader's attention. As the central object of the work, it is considered that the key is not the distinction between polysemy and homonymy, but the possibility of recognizing the difference between syntactic's lexical polysemy and homonymy. In short, it aims to treat the issue in the light of the formation of multi-languages' reader.