Argumentação e publicidade: o universo feminino e o percurso da sedução

AUTOR(ES)
DATA DE PUBLICAÇÃO

2002

RESUMO

The dissertation herein is located in the research line of Reading and Composition. The objective of this work is to analyze argumentative aspects and other rhetorical procedures used in the advertising speech. The corpus, constituted of advertisements of sanitary napkins published in the Grande Hotel magazine, in the fifties, and in Nova and Claudia magazines, published in the nineties, allowed us to explore persuasive mechanisms. some of the main linguistic resources used in the constitution of the advertising textoIt also allowed us, starting from an incursion in the partner-political-cultural context of the fifties and of the nineties, to establish the extent the changes, that were operated in the life and in the woman s behavior, either modified or not the language of the advertisement and if they maintained ar altered the rhetorical approach driven to a private audience, represented by the feminine audience. scope of our analysis. For the attainment of the proposed objectives, we fell back upon the rhetoric principie, having the view that, along the centuries, the acceptance of the change, the respect to the alterity and the consideration of the language, as place of confrontation of subjectivities marked in the own rhetoric, a possible way of study of the signs in social life and consequent analysis of the communication practices and of its significance. Modem and vigorous, the several rhetorics - so much the classic as the "new" ones - they allowed us to verify. for the analysis of the corpus, the existence of either the Aristotelian Outline in the production of advertising announcements as of the argumentative resources codified by the contemporary specialists. For we believe that the language is instrument not only of information, but basic and mainly of argument, we included in this work a historical vision of the Brazilian advertisement, from the first manifestations to our days and we saught for its direct relationship with the creation and evolution of the advertising work herein seen, as rhetorical object. On the other hand, as the corpus is composed of written texts, published in popular magazines, we pointed out the different medias and among them, the magazine driven a feminine audience. For the scope of the theme, this work opens up to other possibilities, taking into Bccount the dynamicity of the media, the creativity of the advertising world and, most important of ali, the multiplicity of resources that the Portuguese Language offers, in the sense of turning the advertisement texts persuasive

ASSUNTO(S)

propaganda - linguagem argumentação lingua portuguesa persuasão (retórica) publicidade

ACESSO AO ARTIGO

Documentos Relacionados