Os recursos da retórica e da argumentação na constituição do texto publicitário: uma análise de dois anúncios de mídia impressa

Abstract

This article aims to answer the following question: which rhetorical resources constitute the advertising text of print media? The purpose of advertising is to sell products, services and ideas and, for that, it uses persuasion in order to change the behavior of the interlocutor/consumer so that he starts the act of consumption. Therefore, ads need to be expressive, creative and objective, so that they can reach their target audience. Thus, the advertising text resorts to the resources of language, specifically, those of rhetoric, in order to fulfill its role. This work has as general objective to understand the resources of rhetoric in the constitution of two advertising texts in print media and to describe and analyze the resources of rhetoric used in the structure of texts to promote persuasion. Through a documentary analysis with an explanatory approach, the resources that make up the rhetoric in the construction of advertisements were identified, elucidating the elements that, in the light of Aristotelian rhetoric, build the persuasion process.