Resumo

BARROSO, Paulo. Prosopopoeia as Aesthetics and Rhetoric Ortho-Doxy: Literariness and the Effectiveness of Advertising Discourse. Vista [online]. 2023, n.12, e023011.  Epub 30-Jan-2024. ISSN 2184-1284.  https://doi.org/10.21814/vista.5201.

Advertising discourse is peculiar, it has the appealing and persuasive functions of language and has the following general objectives: attract attention, arouse interest, provoke desire and lead to the action of purchase and consumption. Whether it’s in verbal form (text) or non-verbal form (image), the language of advertising combines two fundamental aspects: aesthetics, because it is essentially literary, fictional, poetic, emotive and seductive; rhetorical, because it is pragmatic, effective and persuasive. These aspects are present due to the use of frequent and diverse rhetorical figures, particularly those that establish analogies, as they imply identities and make comparisons. This is the case with prosopopoeia, a frequent and effective rhetorical figure in advertising, because it is simple to establish implications and understand them and because it enhances the discourse, making it more lively, attractive, and empathetic, whilst identifying both products/brands and consumers. How does advertising language become aesthetic and rhetorical with prosopopoeia? How does prosopopoeia establish meaning and guide the understanding of the significance of advertising messages? Using a theoretical-conceptual approach, this article presents a qualitative study centred on the application of prosopopoeia as a stylistic and rhetorical resource in advertising discourse. Its objectives are: (a) to relate the two aspects mentioned (aesthetics and rhetoric) in the lure of persuasive strategies within advertising communication, and (b) to justify prosopopoeia as a power of ortho -doxy in the literary discourse of advertising.

Palavras-chave : literary discourse; persuasion; prosopopoeia; advertising; rhetoric.

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