Caracterização/escolha, presença e comunhão no anúncio publicitário: uma análise linguístico-discursiva

Abstract

Since we believe that the language can be used not only to convince a person, but also to persuade him/her, in this work we raise some questions related to the use and to the effects promoted by the usage of argumentative strategies on the discourse. With the objective of explaining the importance of those strategies to the meaning while using the language, we have elected as our research objective the advertising discourse, from which we carried on a thorough analysis of 20 (twenty) advertisements presented by Veja magazine and which circulated between January and December 2008. The advertising text, way of mass communication that intends to carry on information and prompt people to acquire products and/or services announced, features the rational use of stylistic and argumentative resources from the daily language. In this field, argumentation is a mean used by the speaker to lead the audience during the process of communication for the end or ends he intend to achieve. From this idea, we discuss, specially, the argumentative functions and their contribution to the establishment of the persuasion link in advertising pieces. Our analysis has as theoretical basis the studies of Perelman and Olbrechts-Tyteca (2002). The work of those scientists represent much more than the reborn of the thinking art focused by Aristotle and despised by the following generations of language studies, because these authors consider rhetoric as the logic of preferable, present on argumentative discourses, in opposition to the formal logic, that pursues the abstract, emphatic or hypothetical truth from the demonstrative discourses. This way, understanding that argumentation is the core feature of the advertisement genre, we observe, in this work, the relation between argumentative functions, by means of the Perelman and Olbrechts-Tyteca rating, that is choice, presence and presentation and persuasion on advertisement. According to the theory of those authors, we observe if, between the functions choice, presence and presentation, the speakers privilege one (or more) of them to provide for the featuring of their discourse. We were able to identify that the functions of choice, presence and presentation are very recurrent on this text genre, whereas different linguistic-discursive resources act during the establishment of those functions in order to provide persuasion and this happens in an independent manner from the kind of product or service announced. Still, we observe that on the challenging work of creating advertisements, argumentation involves choice of data and showcase techniques in order to guarantee presence and presentation, in a way that there isn t predominance of one or other, but the combined use of those argumentative functions in order to better favor the persuasion of the target public.