Advertising Rhetoric

Presentation

The Curricular Unit of Advertising Rhetoric is essential for students to develop skills related to discursive persuasion, in order to enable the understanding of rhetorical resources and the development of the creative potential applied to advertising communication. From the theory of classical rhetoric, students are expected to identify argumentative strategies, parts of discourses, rhetorical operations, and stylistic resources, adapting these mechanisms to mediated rhetoric, resulting from the increasing evolution of the media and the needs of a consumer society.

Programme

Applied Communication

Level of Qualification|Semesters|ECTS

| Semestral | 6

Year | Type of course unit | Language

2 |Mandatory |Português

Code

ULP1652-14504

Recommended complementary curricular units

The Curricular Unit of Rhetoric is based on argumentative strategies and discursive skills, and in this sense, it is recommended that students perform previously the Curricular Units of Written Expression Techniques and Methodologies of Analysis of Text and Discourse.

Professional Internship

Não

Syllabus

1. Advertising Communication
1.1. Advertising languages

2. The rhetoric and theory of persuasive communication - the effects of rhetoric in advertising
2.1. Types of Discourse in Aristotle's classification

2.2. The Aristotelian discourse: exordium, narration, evidence peroration.
2.3. Arguments

2.4. Rhetoric and connotation
2.5. Figures of speech in advertising message
2.6. The narrative in commercials

3. Characteristics of the advertising text
3.1. Context, reference
3.2. Structure of the advertising text
3.3. Title - title and subtitle function
3.4. Title Types
3.5. Relation between title and image (verbal / visual)
3.6. The text in context

3.7. Slogan

4. Creation and advertising
4.1. Interpretation of Briefing's creation
4.2. Creative textual procedures
4.3. Creative writing of advertising copy
 

Objectives

- Recognize the importance of textual elements in persuasive set of advertising;
- Know the theoretical foundations of persuasive processes;
- Identify the elements of advertising;
- Make critical analysis of advertising copy, recognizing its arguments, its implicit ideologies and information;
- Develop the creative potential applied to writing titles, verbal / visual language advertising and subscriptions;
- To increase the transmission capacity of the advertising message through the rhetorical devices.

Teaching methodologies and assessment

Presentation and exposure of the syllabus with the use of active learning methods: presentation of case studies that illustrate the various points of the program; analysis of the formal aspects of ad writing with emphasis on figures of speech; interpretation of advertising messages; textual production exercises.

The evaluation will be continuous type: written test (50%) + production of an advertising campaign (50%).

References

Aristóteles (2005). Retórica (2.ª ed.). Lisboa: Imprensa Nacional-Casa da Moeda.

Barthes, R. (2012). Mitologias. Lisboa: Edições 70.

Carrascoza, J. A. (2005). Razão e sensibilidade no texto publicitário. São Paulo: Futura.

Edward F. McQuarrie and B. Phillips (editors) (2008). Go Figure! New directions in advertising rhetoric. N.Y.: M.E. Sharpe.  

Figueiredo, Celso (2015) Redação Publicitária. Sedução pela palavra. São Paulo: Cengage Learning.

Lendrevie, J., Baynast, A., Dionísio, P. e Rodrigues J.V. (2010). Publicitor. Comunicação 360º online offline. Edições D. Quixote.

Martins, Zeca. (2013). Redação Publicitária: a prática na prática. S. Paulo: Atlas.

Peixoto, Fernando. (2007). Técnica e Estética na Publicidade. Lisboa: Edições Sílabo.

Ribeiro, Maria Belém (2018). A Comunicação Publicitária ¿ A relação das estratégias de mensagem com os referentes culturais. Universidade de Vigo.

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