Advertising rhetorical strategies: a proposal for classificatory matrix
DOI:
https://doi.org/10.30962/ec.1312Keywords:
publicidade, retórica, discursosAbstract
It is proposed in this article a matrix to identify and classify the most comprehensive rhetorical strategies used historically by advertising. This is a work of theoretical articulation, supported by bibliographical research of interdisciplinary scope and illustrated with examples from advertising practice. Inspired by the Lacanian theory of discourses, the text takes from each discourse its most characteristic trait as the foundation of a particular rhetorical strategy: imposition (master's discourse), argumentation (discourse of university), seduction (discourse of hysteria), and complicity (discourse of capitalism). These strategies vary according to product, vehicle, public and culture, and combine in different ways. Over time, it can be seen grosso modo the successive predominance of the various strategies.Downloads
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