<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2184-1284</journal-id>
<journal-title><![CDATA[Vista. Revista de Cultura Visual]]></journal-title>
<abbrev-journal-title><![CDATA[Vista]]></abbrev-journal-title>
<issn>2184-1284</issn>
<publisher>
<publisher-name><![CDATA[Centro de Estudos de Comunicação e Sociedade]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2184-12842023000202001</article-id>
<article-id pub-id-type="doi">10.21814/vista.5201</article-id>
<title-group>
<article-title xml:lang="pt"><![CDATA[Prosopopeia Como Orto-Doxia Estética e Retórica: Literariedade e Eficácia do Discurso da Publicidade]]></article-title>
<article-title xml:lang="en"><![CDATA[Prosopopoeia as Aesthetics and Rhetoric Ortho-Doxy: Literariness and the Effectiveness of Advertising Discourse]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Barroso]]></surname>
<given-names><![CDATA[Paulo]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Instituto Politécnico de Viseu Escola Superior de Educação Departamento de Comunicação e Arte]]></institution>
<addr-line><![CDATA[Viseu ]]></addr-line>
<country>Portugal</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2023</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2023</year>
</pub-date>
<numero>12</numero>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_arttext&amp;pid=S2184-12842023000202001&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_abstract&amp;pid=S2184-12842023000202001&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_pdf&amp;pid=S2184-12842023000202001&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo O discurso publicitário é peculiar, tem as funções apelativas e persuasivas da linguagem e objetivos genéricos: chamar a atenção, suscitar interesse, provocar desejo e levar à ação de compra e consumo. Quer se apresente na forma verbal (texto) quer na forma não verbal (imagem), a linguagem da publicidade concilia duas vertentes fundamentais: a estética, porque é essencialmente literária, ficcional, poética, emotiva e sedutora; a retórica, porque é pragmática, eficaz e persuasiva. Estas vertentes devem-se ao recurso a frequentes e diversificadas figuras de retórica, em particular as que estabelecem analogias, pois implicam identidades e estabelecem comparações. É o caso da prosopopeia, figura de retórica frequente e eficaz em publicidade, por ser simples de estabelecer implicações e de as entender e por potenciar o discurso, tornando-o mais vivaz, atrativo, empático e identificando os produtos/marcas e os consumidores. Como a linguagem publicitária se torna estética e retórica com a prosopopeia? Como a prosopopeia estabelece o sentido e orienta o entendimento da significação das mensagens publicitárias? Através de uma abordagem teórico-conceptual, este artigo apresenta um estudo qualitativo centrado na aplicação da prosopopeia como recurso estilístico e retórico no discurso publicitário. Os objetivos são: (a) relacionar as duas vertentes mencionadas (a estética e a retórica) na atratividade das estratégias persuasivas em comunicação publicitária, e (b) justificar a prosopopeia como potência da orto-doxia do discurso literário da publicidade.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract 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&#8217;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.]]></p></abstract>
<kwd-group>
<kwd lng="pt"><![CDATA[discurso literário]]></kwd>
<kwd lng="pt"><![CDATA[persuasão]]></kwd>
<kwd lng="pt"><![CDATA[prosopopeia]]></kwd>
<kwd lng="pt"><![CDATA[publicidade]]></kwd>
<kwd lng="pt"><![CDATA[retórica]]></kwd>
<kwd lng="en"><![CDATA[literary discourse]]></kwd>
<kwd lng="en"><![CDATA[persuasion]]></kwd>
<kwd lng="en"><![CDATA[prosopopoeia]]></kwd>
<kwd lng="en"><![CDATA[advertising]]></kwd>
<kwd lng="en"><![CDATA[rhetoric]]></kwd>
</kwd-group>
</article-meta>
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