Promoting youthfulness: the construction of persuasive discourse and argumentation
Autor(a) principal: | |
---|---|
Data de Publicação: | 2019 |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | https://ojs.letras.up.pt/index.php/re/article/view/6568 |
Resumo: | Advertising discourse is persuasive by its very nature. Essentially goal-oriented, it is constructed so as to propose a pre-determined view of the world that suits its purposes, by means of a well-defined argumentative pathway that leads up to the proposed most (desired) suitable option. As a discourse that enjoys unparalleled freedom – both in terms of content and form – it has long moved beyond a clear-cut argumentative process based on hard sell versus soft sell, or tickle versus reason approaches (Cook, 2001:15). In their attempts to overcome boredom and scepticism on the part of an ad-literate audience, advertisers resort to different forms of argumentative reasoning: deduction, opposition, analogy or calculation, as proposed by Charaudeau (2008). In addition, as multi-modal texts, they make the most of the different modes available – pictures, text, sound, moving pictures – to build their argument. As claimed by Ripley (2008), an ad is an argument, thus, whichever claims or statements it makes, we are aware of – and suspicious about – its persuasive intent, though we often tend to go along with the worldviews it suggests. In spite of common accusations of stereotyping, segregating, imposing models of beauty, lifestyle among others, overlooking (and blurring) national idiosyncrasies, advertising has somehow managed to build rather convincing arguments that seemingly consider such criticism. In this study, we will look into cosmetics adverts that explicitly and implicitly build their arguments in ways that almost always encourage identical proposals of youthfulness, despite their apparent different claims and argumentative routes and despite their apparent concern for incorporating socially (or politically) correct positions. |
id |
RCAP_9f81ccb9306501aac78e3514f475fe39 |
---|---|
oai_identifier_str |
oai:ojs.letras.up.pt/ojs:article/6568 |
network_acronym_str |
RCAP |
network_name_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository_id_str |
7160 |
spelling |
Promoting youthfulness: the construction of persuasive discourse and argumentationA promoção de jovialidade: a construção de um discurso e argumentação persuasivosAdvertising discourse is persuasive by its very nature. Essentially goal-oriented, it is constructed so as to propose a pre-determined view of the world that suits its purposes, by means of a well-defined argumentative pathway that leads up to the proposed most (desired) suitable option. As a discourse that enjoys unparalleled freedom – both in terms of content and form – it has long moved beyond a clear-cut argumentative process based on hard sell versus soft sell, or tickle versus reason approaches (Cook, 2001:15). In their attempts to overcome boredom and scepticism on the part of an ad-literate audience, advertisers resort to different forms of argumentative reasoning: deduction, opposition, analogy or calculation, as proposed by Charaudeau (2008). In addition, as multi-modal texts, they make the most of the different modes available – pictures, text, sound, moving pictures – to build their argument. As claimed by Ripley (2008), an ad is an argument, thus, whichever claims or statements it makes, we are aware of – and suspicious about – its persuasive intent, though we often tend to go along with the worldviews it suggests. In spite of common accusations of stereotyping, segregating, imposing models of beauty, lifestyle among others, overlooking (and blurring) national idiosyncrasies, advertising has somehow managed to build rather convincing arguments that seemingly consider such criticism. In this study, we will look into cosmetics adverts that explicitly and implicitly build their arguments in ways that almost always encourage identical proposals of youthfulness, despite their apparent different claims and argumentative routes and despite their apparent concern for incorporating socially (or politically) correct positions.Advertising discourse is persuasive by its very nature. Essentially goal-oriented, it is constructed so as to propose a pre-determined view of the world that suits its purposes, by means of a well-defined argumentative pathway that leads up to the proposed most (desired) suitable option. As a discourse that enjoys unparalleled freedom – both in terms of content and form – it has long moved beyond a clear-cut argumentative process based on hard sell versus soft sell, or tickle versus reason approaches (Cook, 2001:15). In their attempts to overcome boredom and scepticism on the part of an ad-literate audience, advertisers resort to different forms of argumentative reasoning: deduction, opposition, analogy or calculation, as proposed by Charaudeau (2008). In addition, as multi-modal texts, they make the most of the different modes available – pictures, text, sound, moving pictures – to build their argument. As claimed by Ripley (2008), an ad is an argument, thus, whichever claims or statements it makes, we are aware of – and suspicious about – its persuasive intent, though we often tend to go along with the worldviews it suggests. In spite of common accusations of stereotyping, segregating, imposing models of beauty, lifestyle among others, overlooking (and blurring) national idiosyncrasies, advertising has somehow managed to build rather convincing arguments that seemingly consider such criticism. In this study, we will look into cosmetics adverts that explicitly and implicitly build their arguments in ways that almost always encourage identical proposals of youthfulness, despite their apparent different claims and argumentative routes and despite their apparent concern for incorporating socially (or politically) correct positions.Redis: Revista de Estudos do Discurso2019-12-01info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttps://ojs.letras.up.pt/index.php/re/article/view/6568Redis: Revista de Estudos do Discurso; N.º 8 (2019): REDIS: Revista de Estudos do Discurso; 200-2162183-395810.21747/21833958/red8reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAPporhttps://ojs.letras.up.pt/index.php/re/article/view/6568https://ojs.letras.up.pt/index.php/re/article/view/6568/6122Direitos de Autor (c) 2020 Redis: Revista de Estudos do discursoinfo:eu-repo/semantics/openAccessTuna, Sandra2023-11-24T11:15:40Zoai:ojs.letras.up.pt/ojs:article/6568Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T16:29:35.443464Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Promoting youthfulness: the construction of persuasive discourse and argumentation A promoção de jovialidade: a construção de um discurso e argumentação persuasivos |
title |
Promoting youthfulness: the construction of persuasive discourse and argumentation |
spellingShingle |
Promoting youthfulness: the construction of persuasive discourse and argumentation Tuna, Sandra |
title_short |
Promoting youthfulness: the construction of persuasive discourse and argumentation |
title_full |
Promoting youthfulness: the construction of persuasive discourse and argumentation |
title_fullStr |
Promoting youthfulness: the construction of persuasive discourse and argumentation |
title_full_unstemmed |
Promoting youthfulness: the construction of persuasive discourse and argumentation |
title_sort |
Promoting youthfulness: the construction of persuasive discourse and argumentation |
author |
Tuna, Sandra |
author_facet |
Tuna, Sandra |
author_role |
author |
dc.contributor.author.fl_str_mv |
Tuna, Sandra |
description |
Advertising discourse is persuasive by its very nature. Essentially goal-oriented, it is constructed so as to propose a pre-determined view of the world that suits its purposes, by means of a well-defined argumentative pathway that leads up to the proposed most (desired) suitable option. As a discourse that enjoys unparalleled freedom – both in terms of content and form – it has long moved beyond a clear-cut argumentative process based on hard sell versus soft sell, or tickle versus reason approaches (Cook, 2001:15). In their attempts to overcome boredom and scepticism on the part of an ad-literate audience, advertisers resort to different forms of argumentative reasoning: deduction, opposition, analogy or calculation, as proposed by Charaudeau (2008). In addition, as multi-modal texts, they make the most of the different modes available – pictures, text, sound, moving pictures – to build their argument. As claimed by Ripley (2008), an ad is an argument, thus, whichever claims or statements it makes, we are aware of – and suspicious about – its persuasive intent, though we often tend to go along with the worldviews it suggests. In spite of common accusations of stereotyping, segregating, imposing models of beauty, lifestyle among others, overlooking (and blurring) national idiosyncrasies, advertising has somehow managed to build rather convincing arguments that seemingly consider such criticism. In this study, we will look into cosmetics adverts that explicitly and implicitly build their arguments in ways that almost always encourage identical proposals of youthfulness, despite their apparent different claims and argumentative routes and despite their apparent concern for incorporating socially (or politically) correct positions. |
publishDate |
2019 |
dc.date.none.fl_str_mv |
2019-12-01 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://ojs.letras.up.pt/index.php/re/article/view/6568 |
url |
https://ojs.letras.up.pt/index.php/re/article/view/6568 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://ojs.letras.up.pt/index.php/re/article/view/6568 https://ojs.letras.up.pt/index.php/re/article/view/6568/6122 |
dc.rights.driver.fl_str_mv |
Direitos de Autor (c) 2020 Redis: Revista de Estudos do discurso info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Direitos de Autor (c) 2020 Redis: Revista de Estudos do discurso |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Redis: Revista de Estudos do Discurso |
publisher.none.fl_str_mv |
Redis: Revista de Estudos do Discurso |
dc.source.none.fl_str_mv |
Redis: Revista de Estudos do Discurso; N.º 8 (2019): REDIS: Revista de Estudos do Discurso; 200-216 2183-3958 10.21747/21833958/red8 reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
repository.mail.fl_str_mv |
|
_version_ |
1799130753182728192 |