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Media & Jornalismo
versión impresa ISSN 1645-5681versión On-line ISSN 2183-5462
Resumen
BARROSO, Paulo. Rhetoric of affections: advertising, seduction and truth. Media & Jornalismo [online]. 2019, vol.19, n.34, pp.143-154. ISSN 1645-5681. https://doi.org/10.14195/2183-5462_34_10.
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.
Palabras clave : advertising; deception; rhetoric; seduction; truth.