Year: 2019
Type: article
Abstract: Advertising frequently provokes pathos and elicits emotional reactions (e.g. fear, patriotism, guilt, pity, joy, satisfaction, etc.) to get what it wants. Considering the rhetorical ability and the proliferation of advertisements in the contemporary Western societies, this article analyzes these omnipresent, seductive and affective discourses. Following a theoretical and reflexive approach, the objective is to argue and understand the power of rhetoric developing seduction and provoking affections in advertising strategies.
Source: Media & Jornalismo
Author: Paulo Barroso
Institutions: Instituto de Comunicação da Nova, Universidade Nova de Lisboa
Language: English
Subfield: Philosophy
Field: Arts and Humanities
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W2956013677