O dialogismo e a construção do ethos no discurso publicitário
The french Discourse Analysis is used to analyze the persuasion strategies to draw the consumers’ attention in the OMO detergent advertizing. We identified the construction and use of the image of an ethos in the discourse of the advert as manipulative-persuasive tactics used by the enunciator to co...
| Autores: | , |
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| Tipo de recurso: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2019 |
| País: | Brasil |
| Institución: | Universidade Federal do Ceará (UFC) |
| Repositorio: | Repositório Institucional da Universidade Federal do Ceará (UFC) |
| Idioma: | portugués |
| OAI Identifier: | oai:repositorio.ufc.br:riufc/51553 |
| Acceso en línea: | http://www.repositorio.ufc.br/handle/riufc/51553 |
| Access Level: | acceso abierto |
| Palabra clave: | Análise do Discurso Ethos Anúncio publicitário Dialogismo |
| Sumario: | The french Discourse Analysis is used to analyze the persuasion strategies to draw the consumers’ attention in the OMO detergent advertizing. We identified the construction and use of the image of an ethos in the discourse of the advert as manipulative-persuasive tactics used by the enunciator to convince the reader about the quality of the product. We found that the image was created aiming some interlocutor that might get identified with the ethos of mothers carrying her happy children, without worrying about stains on the cloths. Thus, the consumer is lead to get involved with the scenography rather the scenic frame of the advertisement. |
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