Dialogism in Advertising Persuasion

Detalhes bibliográficos
Autor(a) principal: Pistori, Maria Helena Cruz
Data de Publicação: 2014
Tipo de documento: Artigo
Idioma: por
eng
Título da fonte: Bakhtiniana
Texto Completo: https://revistas.pucsp.br/index.php/bakhtiniana/article/view/16717
Resumo: This article analyzes two advertisements from the same brand, but produced in different local media: France and Brazil. It aims to pursue the interrelation and nexus needed between the verbal, visual and extraverbal dimensions to produce and understand the effects of persuasive sense. Concepts from ancient and modern Rhetoric, as well as dialogic discourse analysis notions and categories, inspired in the works of Bakhtin and the Circle, are the article’s theoretical-methodological basis. In the chosen advertisements, we observe the tense way they reflect and refract reality and how this is expressed in concrete utterances, constructed according to genre coercions. By analyzing the produced meaning effects, we especially highlight the presence of persuasion in different dialogic relationships allowed by the texts, audience importance in effect construction of text persuasive meaning, and proximity between advertisement and epidictic genre in ancient rhetoric. Persuasive dialogic relationships express broad and different spheres of human activity, in connection with the organization of social life, space and time; in fact, they are not aimed at product purchase, but at access to a way of life, which is linked to ideological values of privilege.
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spelling Dialogism in Advertising PersuasionDialogia na persuasão “publicitária”RetóricaCírculo de BakhtinGênero do discursoPublicidadeValoresRhetoricthe Bakhtin CircleSpeech genresAdvertisementValuesThis article analyzes two advertisements from the same brand, but produced in different local media: France and Brazil. It aims to pursue the interrelation and nexus needed between the verbal, visual and extraverbal dimensions to produce and understand the effects of persuasive sense. Concepts from ancient and modern Rhetoric, as well as dialogic discourse analysis notions and categories, inspired in the works of Bakhtin and the Circle, are the article’s theoretical-methodological basis. In the chosen advertisements, we observe the tense way they reflect and refract reality and how this is expressed in concrete utterances, constructed according to genre coercions. By analyzing the produced meaning effects, we especially highlight the presence of persuasion in different dialogic relationships allowed by the texts, audience importance in effect construction of text persuasive meaning, and proximity between advertisement and epidictic genre in ancient rhetoric. Persuasive dialogic relationships express broad and different spheres of human activity, in connection with the organization of social life, space and time; in fact, they are not aimed at product purchase, but at access to a way of life, which is linked to ideological values of privilege.Este artigo analisa duas publicidades da mesma marca, produzidas em mídias locais diferentes: França e Brasil. Seu objetivo é a busca da inter-relação e do nexo necessários entre o verbal, o visual e o extraverbal na produção e compreensão dos efeitos de sentido persuasivos. Como fundamentação teórico-metodológica são utilizados conceitos da antiga e da nova Retórica, aliados a noções e categorias advindas da análise dialógica do discurso, de inspiração na obra de Bakhtin e do Círculo. Nas publicidades selecionadas, observamos o modo como refletem e refratam a realidade de forma tensa e como isso se expressa nos enunciados concretos, a partir das coerções do gênero. Na análise dos efeitos de sentidos neles produzidos, destacamos, especialmente, a presença da persuasão nas diferentes relações dialógicas que os textos permitem, a importância do auditório na construção dos efeitos de sentido persuasivos dos textos e a proximidade do gênero com o gênero epidítico da antiga retórica. A construção persuasiva expressa-se nas relações dialógicas entre amplas e diferentes esferas da atividade humana, em conexão com a organização da vida social, o espaço e o tempo, e dirige-se não propriamente à aquisição de um produto, mas à adesão a um modo de vida próprio, ligado aos valores ideológicos do privilégio. Pontifícia Universidade Católica de São Paulo2014-06-27info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfapplication/pdfhttps://revistas.pucsp.br/index.php/bakhtiniana/article/view/16717Bakhtiniana. Revista de Estudos do Discurso ; Vol. 9 No. 1 (2014); Port. 148-167 / Eng. 157-176Bakhtiniana. Revista de Estudos do Discurso; Vol. 9 Núm. 1 (2014); Port. 148-167 / Eng. 157-176Bakhtiniana. Revista de Estudos do Discurso; Vol. 9 No. 1 (2014); Port. 148-167 / Eng. 157-176Bakhtiniana. Revista de Estudos do Discurso; v. 9 n. 1 (2014); Port. 148-167 / Eng. 157-176Бахтиниана: Журнал дискурсивных исследований; Том 9 № 1 (2014); Port. 148-167 / Eng. 157-1762176-4573reponame:Bakhtinianainstname:Pontifícia Universidade Católica de São Paulo (PUC-SP)instacron:PUC_SPporenghttps://revistas.pucsp.br/index.php/bakhtiniana/article/view/16717/14756https://revistas.pucsp.br/index.php/bakhtiniana/article/view/16717/14757Pistori, Maria Helena Cruzinfo:eu-repo/semantics/openAccess2016-11-06T16:06:39Zoai:ojs.pkp.sfu.ca:article/16717Revistahttps://revistas.pucsp.br/index.php/bakhtiniana/indexPRIhttps://old.scielo.br/oai/scielo-oai.php||bakhtinianarevista@gmail.com2176-45732176-4573opendoar:2016-11-06T16:06:39Bakhtiniana - Pontifícia Universidade Católica de São Paulo (PUC-SP)false
dc.title.none.fl_str_mv Dialogism in Advertising Persuasion
Dialogia na persuasão “publicitária”
title Dialogism in Advertising Persuasion
spellingShingle Dialogism in Advertising Persuasion
Pistori, Maria Helena Cruz
Retórica
Círculo de Bakhtin
Gênero do discurso
Publicidade
Valores
Rhetoric
the Bakhtin Circle
Speech genres
Advertisement
Values
title_short Dialogism in Advertising Persuasion
title_full Dialogism in Advertising Persuasion
title_fullStr Dialogism in Advertising Persuasion
title_full_unstemmed Dialogism in Advertising Persuasion
title_sort Dialogism in Advertising Persuasion
author Pistori, Maria Helena Cruz
author_facet Pistori, Maria Helena Cruz
author_role author
dc.contributor.author.fl_str_mv Pistori, Maria Helena Cruz
dc.subject.por.fl_str_mv Retórica
Círculo de Bakhtin
Gênero do discurso
Publicidade
Valores
Rhetoric
the Bakhtin Circle
Speech genres
Advertisement
Values
topic Retórica
Círculo de Bakhtin
Gênero do discurso
Publicidade
Valores
Rhetoric
the Bakhtin Circle
Speech genres
Advertisement
Values
description This article analyzes two advertisements from the same brand, but produced in different local media: France and Brazil. It aims to pursue the interrelation and nexus needed between the verbal, visual and extraverbal dimensions to produce and understand the effects of persuasive sense. Concepts from ancient and modern Rhetoric, as well as dialogic discourse analysis notions and categories, inspired in the works of Bakhtin and the Circle, are the article’s theoretical-methodological basis. In the chosen advertisements, we observe the tense way they reflect and refract reality and how this is expressed in concrete utterances, constructed according to genre coercions. By analyzing the produced meaning effects, we especially highlight the presence of persuasion in different dialogic relationships allowed by the texts, audience importance in effect construction of text persuasive meaning, and proximity between advertisement and epidictic genre in ancient rhetoric. Persuasive dialogic relationships express broad and different spheres of human activity, in connection with the organization of social life, space and time; in fact, they are not aimed at product purchase, but at access to a way of life, which is linked to ideological values of privilege.
publishDate 2014
dc.date.none.fl_str_mv 2014-06-27
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://revistas.pucsp.br/index.php/bakhtiniana/article/view/16717
url https://revistas.pucsp.br/index.php/bakhtiniana/article/view/16717
dc.language.iso.fl_str_mv por
eng
language por
eng
dc.relation.none.fl_str_mv https://revistas.pucsp.br/index.php/bakhtiniana/article/view/16717/14756
https://revistas.pucsp.br/index.php/bakhtiniana/article/view/16717/14757
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
application/pdf
dc.publisher.none.fl_str_mv Pontifícia Universidade Católica de São Paulo
publisher.none.fl_str_mv Pontifícia Universidade Católica de São Paulo
dc.source.none.fl_str_mv Bakhtiniana. Revista de Estudos do Discurso ; Vol. 9 No. 1 (2014); Port. 148-167 / Eng. 157-176
Bakhtiniana. Revista de Estudos do Discurso; Vol. 9 Núm. 1 (2014); Port. 148-167 / Eng. 157-176
Bakhtiniana. Revista de Estudos do Discurso; Vol. 9 No. 1 (2014); Port. 148-167 / Eng. 157-176
Bakhtiniana. Revista de Estudos do Discurso; v. 9 n. 1 (2014); Port. 148-167 / Eng. 157-176
Бахтиниана: Журнал дискурсивных исследований; Том 9 № 1 (2014); Port. 148-167 / Eng. 157-176
2176-4573
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instname_str Pontifícia Universidade Católica de São Paulo (PUC-SP)
instacron_str PUC_SP
institution PUC_SP
reponame_str Bakhtiniana
collection Bakhtiniana
repository.name.fl_str_mv Bakhtiniana - Pontifícia Universidade Católica de São Paulo (PUC-SP)
repository.mail.fl_str_mv ||bakhtinianarevista@gmail.com
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