Advertising as a rhetorical meta-genre

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review


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.
Original languageEnglish
Title of host publicationMedia Rhetoric
Subtitle of host publicationHow Advertising and Digital Media Influence Us
EditorsSamuel Mateus
Place of PublicationNewcastle upon Tyne
PublisherCambridge Scolars Publishers
Number of pages15
ISBN (Print)978-1-5275-6779-5
Publication statusPublished - 29 Apr 2021


  • Rhetorical genres
  • Media rhetoric
  • Metagenre
  • Advertising


Dive into the research topics of 'Advertising as a rhetorical meta-genre'. Together they form a unique fingerprint.

Cite this