The inside out
new advertising tricks
DOI:
https://doi.org/10.30962/e-comps.3213Keywords:
Advertising, Language, Rhetoric, ArgumentationAbstract
The Brazilian bibliography on rhetorical procedures used in advertising finds examples in works that address the historiography of advertising language and in research on its discursive strategies. In relation to the latter, the most frequent arguments in advertising stand out, such as places of quality and quantity, appeals to authority, comparisons, etc. This article presents and discusses two new rhetorical strategies (the disadvantage as an advantage and the bipolarity of brands) and presents analyses of contemporary commercials and printed pieces that make use of one or the other of these tricks.
Downloads
References
ARISTÓTELES. Retórica. Tradução de Edson Bini. São Paulo: Edipro, 2017.
AZEVEDO, S. A ciberpublicidade como novo modelo de fazer publicitário: análise da campanha "Quem faz nossa história é você". In: Congresso Brasileiro de Ciências da Comunicação, 35, 2012, Fortaleza. Anais eletrônicos... São Paulo: Intercom, 2012. Disponível em: http://www.intercom.org.br/papers/nacionais/2012/resumos/R7-2156-1.pdf. Acesso em: 4 fev. 2025.
BARROS, M. de. Matéria de poesia. São Paulo: Leya, 2013.
CARRASCOZA, J. A. A lírica do consumo: Literatura e publicidade. Cotia: Ateliê Editorial, 2023a.
CARRASCOZA, J. A. De Macondo à terra de Marlboro: Ficção literária e narrativas do consumo. São Paulo: Editora UNESP, 2023b.
CARRASCOZA, J. A. Estratégias criativas da publicidade. São Paulo: Estação das Letras e Cores, 2014.
CARRASCOZA. Razão e sensibilidade no texto publicitário. São Paulo: Futura, 2004.
CARRASCOZA, J. A. Redação Publicitária: estudos sobre a retórica do consumo. São Paulo: Futura, 2003.
CASTRO, J, C, L. de. Estratégias retóricas da publicidade: uma proposta de matriz classificatória. E-compós, Brasília, v. 19, n. 3, set./dez. 2016.
CITELLI, A. Linguagem e persuasão. São Paulo: Ática, 2004.
COVALESKI, R. (Org.). Da publicidade ao consumo: ativismos, reconfigurações e interações. Recife: Ed. UFPE, 2020.
DEBORD, G. A sociedade do espetáculo. Tradução de Estela dos Santos Abreu. Rio de Janeiro: Contraponto, 1997.
ESLOGAN MAGAZINE. Ikea’s commercial for parents: “Proudly the Second Best”. The agency DAVID Madrid has been in charge of the advertising campaign. Disponível em: https://en.esloganmagazine.com/ikea-commercial-proudly-the-second-best/. Acesso em: 30 jun. 2025.
EXAME. 15 anúncios do mundo fashion ousados e polêmicos. Disponível em: https://classic.exame.com/marketing/15-anuncios-do-mundo-fashion-ousados-e-polemicos/?utm_source=copiaecola&utm_medium=compartilhamento. Acesso em: 3 jul. 2025.
FILHO, R. G. F. A Retórica publicitária em torno da I.A.: uma análise da campanha brasileira da ferramenta Bard (Google). Revista Dispositva, v. 13, n. 23, p. 238–250, jan./jun. 2024.
HAN, B-C. A crise da narração. Trad. Daniel Peluso Guilhermino. Petrópolis: Vozes, 2023.
HANSEN, F. A criatividade em jogo: paráfrase e polissemia no processo de produção do discurso publicitário. Rumores, v. 9, n. 18, 2015, p. 185-2023.
PERELMAN, C.; TYTECA, L. O. Tratado da argumentação: a nova retórica. 5ª ed. Trad. Maria Ermantina de Almeida Prado Galvão. São Paulo, Martins Fontes, 2002.
PIRATININGA, L. C. de. Publicidade: arte ou artifício? São Paulo: T.A. Queiroz Editor, 1994.
ROCHA, E. P. G. Magia e capitalismo: um estudo antropológico da publicidade. São Paulo: Brasiliense, 1995.
SAFATLE, V. Identidades flexíveis como padrão da retórica do consumo. In: CAEPM (Org.). Bravo mundo novo: novas configurações da comunicação e do consumo. São Paulo: Alameda, 2009.
SANTAELLA, L. Redação publicitária digital. Curitiba: Intersaberes, 2017.
SIBILIA, P. O show do eu. A intimidade como espetáculo. Rio de Janeiro: Contraponto, 2016.
SCHUCH, L. A.; PETERMANN, J. A publicidade: um campo em transformação. Media & Jornalismo, Lisboa, v. 19, n. 34, p. 95-113, n. 1, 2019. Disponível em: https://doi.org/10.14195/2183-5462_34_7. Acesso em: 3 fev. 2025.
THE GUARDIAN. Milan bans Da Vinci parody. Disponível em: https://www.theguardian.com/world/2005/feb/04/media.arts. Acesso em: 29 jun. 2025.
TOSCANI, O. A publicidade é um cadáver que nos sorri. Trad. Luiz Cavalcante de M. Guerra. Rio de Janeiro: Ediouro, 1995.
TSE, L. Tao te king. Trad. Huberto Rohden. São Paulo: Alvorada, 1988.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 João Luís Anzanello Carrascoza
This work is licensed under a Creative Commons Attribution-NoDerivatives 4.0 International License.
The submission of originals to this journal implies the transfer, by the authors, of the printed and digital publication rights. The copyrights for the published articles belong to the author, with the rights of the journal over the first publication. The authors can only use the same results in other publications, clearly indicating this journal as the source of the original publication. Because we are an open-access journal, the free-of-charge,educational, scientific, and non-commercial use of the papers is allowed, as long as the source is cited.
Authorship
Any person who has effectively participated in the conception of the study, the development of the experimental part, the analysis and interpretation of data and the final wording, is considered as an author. By submitting an article for publication in E-Compós Journal, the author agrees with the following terms: 1. The author keeps the rights on the article, but its publication in the journal automatically implies the full and exclusive disposal of the copyright rights for the first edition, without payment. 2. The ideas and opinions expressed in the article are the sole responsibility of the author, not necessarily reflecting the views of the journal. 3. After the first publication, the author is authorized to take additional contracts, independent of the journal, for the dissemination of the paper by other means (e.g. when publishing in the institutional repository or as a book chapter), provided that the complete citation of the original publication. 4. The author of a published article is allowed and is stimulated to distribute his work online, always with the proper citation of the first edition.
Conflicts of interest and research ethics
If the developed research or the publication of the article may raise doubts as to potential conflicts of interest, the author should declare, in a final note, that no links to funding bodies have been omitted, as well as to commercial or political institutions. Similarly, the institution to which the author is bound should be mentioned, as well as others that may have collaborated in the execution of the study, evidencing that there are no conflicts of interest with the result already presented. It is also necessary to inform that the interviews and experiences involving human beings have obeyed the established ethical procedures for scientific research. The names and addresses informed in this journal will be used exclusively for the services provided by this publication, not made available for other purposes or to third parties. The copyrights belong exclusively to the authors. The licensing rights used by the journal consist in the Creative Commons Attribution 4.0 (CC BY 4.0) license: sharing (copying and distribution of the material in any media or format) and adaptation (remix, transformation and creation of material from licensed content for any purposes, including commercial) are permitted.
