ESEV - DCA - Capítulo em obra internacional, como autor
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Browsing ESEV - DCA - Capítulo em obra internacional, como autor by Author "Barroso, Paulo"
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- Advertising Ethics: the bounds of deceptiveness and the endless virtues of rhetorical strategiesPublication . Barroso, PauloIs there any correspondence between advertising and ethics? Advertising is a persuasive speech technique to persuade and to sell something (an idea, concept, product, service or brand); it uses effective means and strategies of communication and it is primarily engaged to achieve this objective without worrying too much with the way to do it. Therefore, ethical concerns may be seen as an obstruction to this achievement. But there are fallacious, immoral, and unethical or anti-ethical advertisements. As a public speech, advertising messages requires ethical caution, because the ends (the persuasive and commercial achievement) do not justify the means. Advertising should take an ethical dimension, especially when it follows a cunning, fallacious or deceptive strategy. Facing the increasing profusion of epidictic and apodictic messages in contemporary Western societies and industrialized cultures, this chapter focuses on a critical analysis of ethics in such public discourses aiming our consumption, satisfaction, pleasure, comfort, happiness, or social success. Following a reflexive methodology, based on a theoretical research, the main objective of this chapter is to answer the previous question and to understand how rhetorical strategies and techniques are more and more improved and able to develop new visual and popular forms of life, demonstrating the so-called secularization is all about the increase and excess of everything (products, goods, services, brands brought by advertising messages, also in excess) and the fading of ethical concerns and moral principles.
- Comunicação e estratégia na crise pandémica em Portugal e no BrasilPublication . Barroso, PauloComo as estratégias em comunicação sobre a COVID-19 em Portugal e no Brasil persuadem para a mudança de comportamentos sociais? Este artigo apresenta uma análise qualitativa centrada nas estratégias em comunicação política contra a pandemia em Portugal e no Brasil, na sua fase inicial em 2020. O objectivo é caracterizar a eficácia persuasiva da comunicação estratégica governamental na gestão da crise pandémica.
- NormsPublication . Barroso, PauloNorms (from the Greek nómoi and the Latim norma, meaning “carpenter’s square, rule, pattern”) are socially shared rules of behavior or action expressing what one ought and ought not to do under certain circumstances. Norms are authoritative rules or standards (of right and wrong or truth and falsehood) by which someone or something is judged and, on that basis, approved or disapproved. Therefore, norms are rules, precepts, and models that govern and guide the courses of social actions. This entry provides an overview of norms in general and social norms in particular, then explores media as a factor of socialization.
- Rhetoric of seduction: From an iconocratic advertising to a tautological culturePublication . Barroso, PauloContemporary Western and industrialized societies have a profusion of messages with seductive and appealing meanings. Signs and images are used in advertising. They surround us to our consumption, satisfaction, pleasure, comfort, happiness, or social success. Their meanings comprise epidictic and apodictic messages of seduction. This chapter is about techniques of persuasion and effective communication through signs and images of advertising. Following a reflexive methodology, based on a theoretical research, the main objective is to understand how these techniques are more and more improved and able to develop new visual and popular forms of life, demonstrating that seduction is all about signs and images, i.e. it is a semiosis process of being able to send messages and read them accordingly.
- The reality of the virtual in Deleuze’s transcendental empiricismPublication . Barroso, PauloIs virtual related with transcendental empiricism? If so, how and why? The aim of this approach is to conceptualize and problematize the reality of the virtual (not virtual reality) as a transition or a changing process through signs/images, like Bacon’s image-sensation. Following a theoretical research, this paper explores and questions Deleuze’s perspective about virtual as a part extracted from real and embedded in real. Deleuze’s transcendental empiricism is critical to the conditions of possibility of experience proposed by Kant. Deleuze’s perspective goes further and admits the virtual must be defined as a strictly part of the real. The virtual is fully determined and necessary; a virtual field represents the necessary conditions to actualize the actual experience.
- The semiotics of the mask: to reveal by concealing and conceal by revealingPublication . Barroso, PauloA mask functions simultaneously to conceal a person’s face / identity and reveal, evoke, or create another one. The mask represents, but it mainly transforms. It affirms and denies; it is a presence and an absence. A mask (re)presents and conceals the masked. Putting on a mask is a metamorphose; it transforms how a person becomes visible/invisible. This transformation fascinates and disturbs: it alters (the appearance) what is unalterable (what it is) and leads to misunderstanding and deception. But what becomes (“appears”) something else does not cease to be what it is. Putting on a mask produces a physical (a new “face”) and semantical (new meanings, a re-semantization) transformation. The mask has been used since the dawn of humanity for various realms and functions. As a cultural and artistic element, the Carnival mask is a characterizing component. The so-called caretos’ scary-looking wooden masks from Lazarim (Portugal) use them to impress and affect the pathos, in addition to assigning identity (ethos) to collective life and anonymity to the masked. Following a theoretical-conceptual approach and a semiotic perspective, this chapter explores the meaning structures supporting the masks as idiosyncratic signs in cultural rituals and as a way of representation and transformation.
- Visual Literacy and Visual Rhetoric: Images of Ideology Between the Seen and the Unseen in AdvertisingPublication . Barroso, PauloAdvertising imposes ways of seeing, thinking, feeling and acting; it leads consumers to act without them noticing; it creates an ideal social imaginary of a “perfect world” or “happy ending” for the daily needs and problems of consumers. Advertising does this by formulating a proposal for a collective and ideal good. Following a theoretical strategy and a critical analysis, it is an approach intended to relate rhetoric, ideology, and literacy of advertising image, exploring the implied ways of the seen and the unseen (i.e. what visual messages say and show). Advertising is a public and massive myth-poetic and logo-poetic device and an increasingly multiform, omnipresent, seductive and visually persuasive. It is important to understand the elements of (explicit or implicit) meaning and the corresponding processes and mechanisms through which the meanings produce effects. This chapter assumes itself as a contribution to a desideratum that may be called visual advertising literacy.