OS SENTIDOS DA GESTUALIDADE: TRANSPOSIÇÂO E REPRESENTAÇÃO GESTUAL SENSES OF GESTURAL LANGUAGE: GESTURAL TRANSPOSITION AND REPRESENTATION

The aim of this article is to present, from the French Discursive-Semiotics approach, some theoretical directions to the study of the senses of gesture in the contemporary society in four circumstances: the poetical gesture of the dance; the gesture in physiotherapy treatment; the passage from the gesture to the "sign' in the sign language; gesture represented in painting, photography, publicity, etc. The main focus of this study begins with the Greimass study Conditions d'une semiotique du monde naturel (1970, p.62). From this theoretical outline, we deal with two questions: the operations in gestural transposition - semantization, desemantization, imitation, symbolization, passage from gesture to sign, in sign languages; the representation in gesture language, particularly in bank advertising, and the effects of senses produced in such advertising speeches.