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Authors
Advisor(s)
Abstract(s)
A publicidade impõe modos de ver, pensar, sentir e agir; conduz
os públicos-alvo a agirem sem estes se aperceberem; cria um
imaginário social ideal de “mundo perfeito” ou de “final feliz” para
as necessidades e problemas quotidianos dos consumidores. Fá-lo
formulando uma proposta para um bem coletivo e ideal. Através
de uma abordagem teórica e uma estratégia de análise crítica com
exemplos, pretende-se relacionar a retórica, a ideologia e a literacia
da imagem publicitária, explorando os modos subentendidos do
dito/não-dito nas mensagens. O objetivo é reconhecer a dialética
linguística entre as linhas interpretativas dos sentidos produzidos e
recebidos. Conclui-se que a publicidade é cada vez mais multiforme,
omnipresente, sedutora e persuasiva (i.e. socialmente influente),
pelo que é importante compreender os elementos de significação
(explícita ou implícita) e os correspondentes processos e mecanismos
de produção de efeitos de sentido. Este artigo assume-se como um
contributo para este desiderato de literacia da publicidade.
Advertising imposes ways of seeing, thinking, feeling and acting; it leads their targets 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. It does this by formulating a proposal for a collective and ideal good. Through a theoretical approach and a strategy of critical analysis with examples, it is intended to relate the rhetoric, ideology and literacy of advertising image, exploring the implied modes of said / unsaid messages. The aim is to recognize the linguistic dialectic between the interpretative lines of the senses produced and received. This article concludes that advertising is increasingly multiform, omnipresent, seductive and persuasive (i.e. socially influential), so it is important to understand the (explicit or implicit) elements of meaning and the corresponding processes and mechanisms of producing meaning effects. This article is a contribution to this advertising literacy desideratum.
Advertising imposes ways of seeing, thinking, feeling and acting; it leads their targets 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. It does this by formulating a proposal for a collective and ideal good. Through a theoretical approach and a strategy of critical analysis with examples, it is intended to relate the rhetoric, ideology and literacy of advertising image, exploring the implied modes of said / unsaid messages. The aim is to recognize the linguistic dialectic between the interpretative lines of the senses produced and received. This article concludes that advertising is increasingly multiform, omnipresent, seductive and persuasive (i.e. socially influential), so it is important to understand the (explicit or implicit) elements of meaning and the corresponding processes and mechanisms of producing meaning effects. This article is a contribution to this advertising literacy desideratum.
Description
Keywords
Ideologia Imagem Literacia Publicidade Retórica
Pedagogical Context
Citation
Barroso, Paulo M. (2020). Retórica, ideologia e (i)literacia da imagem, in R. B. Simões, M. B. Marques & J. Figueira (eds.), Media, Informação e Literacia – Rumos e perspetivas. Coimbra: Imprensa da Universidade de Coimbra, pp. 485-507.
Publisher
Imprensa da Universidade de Coimbra