TY - JOUR AU - Kleppa, Lou-Ann PY - 2021/09/21 Y2 - 2024/03/29 TI - Between ellipses and exclamations: punctuation marks usage in advertisement in 1952 JF - Cadernos de Linguística JA - Cad. Linguíst. VL - 2 IS - 4 SE - Research Report DO - 10.25189/2675-4916.2021.v2.n4.id492 UR - https://cadernos.abralin.org/index.php/cadernos/article/view/492 SP - e492 AB - <p>This study examines the use of punctuation marks published in advertisements displayed on Revista <em>Manchete</em> in the year 1952. We only consider eleven punctuation marks: indent, period, comma, semicolon, colon, dash, brackets, quotation marks, exclamation point, question mark and ellipsis – because they all are graphically autonomous. Our corpus is built of 30 different ads found across the 36 editions of the magazine published in 1952. The magazine is available at the National Library digital magazine collection (online and free access). It is our goal to describe the uses of punctuation marks identified in these 30 ads published 70 years ago, applying theoretical (not prescriptive) tools on punctuation marks available and to discuss linguistic practices of writing and speaking, oral practices and literacy influencing these uses – that differ from the actual ones. We find a narrow relation between radio cultural industry, prominent at the time, and the representation of orality in writing through punctuation marks that assign the enunciative mode (mainly ellipsis and exclamation).</p> ER -