The rhetoric of seduction in Advertising: what promises to comply?
Autor(a) principal: | |
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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://doi.org/10.34624/fb.v0i15.2098 |
Resumo: | We are heirs of a classical tradition that still gives us several skills and provides us with many tools to rethink the rhetorical potentialities in all its manifestations and performative extensions. The rhetoric of seduction in advertising deals mostly with certain logical rhetorical resources – figurae per detractionem – due to specific demands of percursio and all the strategies associated with it. The rhetorical functions mouere and delectare are privileged in order to arouse the pathos in a complex process of ‘coerseduction’. The first goal is to promote the identification with a product or an idea, developing a sequence of wills and impulses (mouere), rethinking values, myths and stereotypes (docere) along with fruition and a strong appeal to the imagination (delectare). Therefore, induction becomes more important than revelation because it is in this barrier effect that the heuristic exercise grows, in a dialectical role between information versus suggestion, rationality versus emotion. If we think that nowadays we are exposed to 3000 advertisements per day, we should consider the following issues as the focus of our work: what are the main strategies and rhetorical figures of the classical tradition handled by advertising? How does advertising articulates the rhetorical functions docere–delectare-mouere in its seduction process? Which are the main figures to activate the hermeneutical exercise, having in mind that purpose and consequence are different goals? Thus, in this present paper we aim to scrutinize some examples of advertising shedding light the classical precepts and exploring the rhetoric images. |
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The rhetoric of seduction in Advertising: what promises to comply?A retórica da sedução na publicidade: quem promete cumpre?We are heirs of a classical tradition that still gives us several skills and provides us with many tools to rethink the rhetorical potentialities in all its manifestations and performative extensions. The rhetoric of seduction in advertising deals mostly with certain logical rhetorical resources – figurae per detractionem – due to specific demands of percursio and all the strategies associated with it. The rhetorical functions mouere and delectare are privileged in order to arouse the pathos in a complex process of ‘coerseduction’. The first goal is to promote the identification with a product or an idea, developing a sequence of wills and impulses (mouere), rethinking values, myths and stereotypes (docere) along with fruition and a strong appeal to the imagination (delectare). Therefore, induction becomes more important than revelation because it is in this barrier effect that the heuristic exercise grows, in a dialectical role between information versus suggestion, rationality versus emotion. If we think that nowadays we are exposed to 3000 advertisements per day, we should consider the following issues as the focus of our work: what are the main strategies and rhetorical figures of the classical tradition handled by advertising? How does advertising articulates the rhetorical functions docere–delectare-mouere in its seduction process? Which are the main figures to activate the hermeneutical exercise, having in mind that purpose and consequence are different goals? Thus, in this present paper we aim to scrutinize some examples of advertising shedding light the classical precepts and exploring the rhetoric images.Somos herdeiros de uma tradição clássica que nos dota de determinadas competências e nos disponibiliza instrumentos fundamentais para repensarmos as potencialidades retóricas, em todas as suas manifestações e extensões performativas. A retórica da sedução na publicidade vai gerir, preferencialmente, determinados recursos lógico-retóricos – figurae per detractionem – dadas as exigências de narrativa breve (percursio) e de todas as estratégias a ela associadas. As funções retóricas mouere e delectare são privilegiadas para aguçar o pathos num processo complexo de coersedução. O objectivo primeiro passa por suscitar a identificação do público, seja com um produto seja com uma ideia, desencadeado uma sequência de vontades e impulsos que se dirigem para um determinado fim (mouere), reequacionando valores, mitos e estereótipos (docere), a par da fruição e de um forte apelo à imaginação (delectare). A indução torna-se por isso mais importante do que a revelação porque é neste efeito barreira que se potencia um exercício heurístico, num jogo dialéctico entre informação vs sugestão, racionalidade vs emoção. Se assumirmos que um consumidor está exposto, hoje em média, a 3000 publicidades diárias, coloquemos as seguintes interrogações como objecto de análise do presente trabalho: quais são as principais estratégias e figuras retóricas da tradição clássica manuseadas na publicidade? Como se articula a tríade retórica docere – delectare – mouere no processo de sedução publicitária? Quais são os recursos mais eficazes para activar o exercício hermenêutico do interlocutor, não obstante que finalidade e consequência são resultados distintos? No presente trabalho, propomo-nos analisar alguns exemplos de anúncios publicitários, à luz destes conceitos clássicos e seus derivados, explorando a retórica das imagens e as imagens retóricas.UA Editora - Universidade de Aveiro2019-04-16info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttps://doi.org/10.34624/fb.v0i15.2098https://doi.org/10.34624/fb.v0i15.2098Forma Breve; No 15 (2018): Em busca da terra prometida: mitos de salvação; 359-374Forma Breve; n.º 15 (2018): Em busca da terra prometida: mitos de salvação; 359-3742183-47091645-927Xreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAPporhttps://proa.ua.pt/index.php/formabreve/article/view/2098https://proa.ua.pt/index.php/formabreve/article/view/2098/1648Martins, Ana Isabel Correiainfo:eu-repo/semantics/openAccess2023-11-23T18:46:27Zoai:proa.ua.pt:article/2098Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T16:02:40.697908Repositório 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 |
The rhetoric of seduction in Advertising: what promises to comply? A retórica da sedução na publicidade: quem promete cumpre? |
title |
The rhetoric of seduction in Advertising: what promises to comply? |
spellingShingle |
The rhetoric of seduction in Advertising: what promises to comply? Martins, Ana Isabel Correia |
title_short |
The rhetoric of seduction in Advertising: what promises to comply? |
title_full |
The rhetoric of seduction in Advertising: what promises to comply? |
title_fullStr |
The rhetoric of seduction in Advertising: what promises to comply? |
title_full_unstemmed |
The rhetoric of seduction in Advertising: what promises to comply? |
title_sort |
The rhetoric of seduction in Advertising: what promises to comply? |
author |
Martins, Ana Isabel Correia |
author_facet |
Martins, Ana Isabel Correia |
author_role |
author |
dc.contributor.author.fl_str_mv |
Martins, Ana Isabel Correia |
description |
We are heirs of a classical tradition that still gives us several skills and provides us with many tools to rethink the rhetorical potentialities in all its manifestations and performative extensions. The rhetoric of seduction in advertising deals mostly with certain logical rhetorical resources – figurae per detractionem – due to specific demands of percursio and all the strategies associated with it. The rhetorical functions mouere and delectare are privileged in order to arouse the pathos in a complex process of ‘coerseduction’. The first goal is to promote the identification with a product or an idea, developing a sequence of wills and impulses (mouere), rethinking values, myths and stereotypes (docere) along with fruition and a strong appeal to the imagination (delectare). Therefore, induction becomes more important than revelation because it is in this barrier effect that the heuristic exercise grows, in a dialectical role between information versus suggestion, rationality versus emotion. If we think that nowadays we are exposed to 3000 advertisements per day, we should consider the following issues as the focus of our work: what are the main strategies and rhetorical figures of the classical tradition handled by advertising? How does advertising articulates the rhetorical functions docere–delectare-mouere in its seduction process? Which are the main figures to activate the hermeneutical exercise, having in mind that purpose and consequence are different goals? Thus, in this present paper we aim to scrutinize some examples of advertising shedding light the classical precepts and exploring the rhetoric images. |
publishDate |
2019 |
dc.date.none.fl_str_mv |
2019-04-16 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
format |
article |
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publishedVersion |
dc.identifier.uri.fl_str_mv |
https://doi.org/10.34624/fb.v0i15.2098 https://doi.org/10.34624/fb.v0i15.2098 |
url |
https://doi.org/10.34624/fb.v0i15.2098 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://proa.ua.pt/index.php/formabreve/article/view/2098 https://proa.ua.pt/index.php/formabreve/article/view/2098/1648 |
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info:eu-repo/semantics/openAccess |
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openAccess |
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application/pdf |
dc.publisher.none.fl_str_mv |
UA Editora - Universidade de Aveiro |
publisher.none.fl_str_mv |
UA Editora - Universidade de Aveiro |
dc.source.none.fl_str_mv |
Forma Breve; No 15 (2018): Em busca da terra prometida: mitos de salvação; 359-374 Forma Breve; n.º 15 (2018): Em busca da terra prometida: mitos de salvação; 359-374 2183-4709 1645-927X reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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