Abstract
The appearance of visual media, able to overcome the contingency of both the orator’s and the auditorium’s impossibility to share the same physical space, as well as the existence of new classes of listeners – or new profiles of consumers, attending to Advertising’s specific language – are transforming the relationship between these two elements of classic Rhetoric, allowing the transmission of images capable of changing the classic speeches.
With this research, our goal is to accomplish an improvement of the Aristotelian rhetorical model, motivated by the perception of audiovisual media’s strong intervention in the definition of the contemporary persuasive speeches, among which is the increasingly sophisticated advertising speech. Consequently, our investigation is motivated, on the one hand, by the possibility of considering Advertising as a new rhetorical genre, able to widen the stability of the Aristotelian triad; and, on the other hand, by the challenge and responsibility of portraying this new genre.
With this research, our goal is to accomplish an improvement of the Aristotelian rhetorical model, motivated by the perception of audiovisual media’s strong intervention in the definition of the contemporary persuasive speeches, among which is the increasingly sophisticated advertising speech. Consequently, our investigation is motivated, on the one hand, by the possibility of considering Advertising as a new rhetorical genre, able to widen the stability of the Aristotelian triad; and, on the other hand, by the challenge and responsibility of portraying this new genre.
Original language | English |
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Title of host publication | Media Rhetoric |
Subtitle of host publication | How Advertising and Digital Media Influence Us |
Editors | Samuel Mateus |
Place of Publication | Newcastle upon Tyne |
Publisher | Cambridge Scolars Publishers |
Chapter | 1 |
Pages | 29-44 |
Number of pages | 15 |
ISBN (Print) | 978-1-5275-6779-5 |
Publication status | Published - 29 Apr 2021 |
Keywords
- Rhetorical genres
- Media rhetoric
- Metagenre
- Advertising