Analysis of argumentative resources on a Natura Ekos propaganda

• Autor(a) principal: Silva, Paula Tatiana
• Data de Publicação: 2013
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Revista Entretextos
• Texto Completo: https://ojs.uel.br/revistas/uel/index.php/entretextos/article/view/13344
• topic: Argumentation; Ecopropaganda; Natura Ekos; Argumentação; Ecopropaganda; Natura Ekos

In this paper, we analyze the argumentative-semantic resources and the environmental commitment of the company Natura in a Natura Ekos printed advertisiment. Based on the Argumentative Semantic, carried out by Oswald Ducrot, for whom the argumentation is in the language, the following aspects are highlightetd: personification, adjectives, argumentative operator, deictic element, modal and authority argument. These linguistic elements corroborate to draw the audience attention and take them not only to buy the advertised product, but also to adhere to the values broadcasted by the advertisement announcer. Furthermore, the non-verbal text, jointly with the verbal text, shows itself as persuasive through the image that represents the traditional communities benefited by Natura’s social and environmental initiatives. Through this study, we intend to contribute to the development of more critical readers as well as with the researches that analyze the discourse and the effects of meaning that are established in advertisements.