| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| Documento principal | 1.89 MB | Adobe PDF | ||
| Anexo | 539.23 MB | Video Quicktime |
Authors
Advisor(s)
Abstract(s)
Na Retórica, Aristóteles defende que existem tantos tipos de discurso quantas classes
de ouvintes (ou auditórios) que, desde logo, adianta serem apenas três. A cada uma
destas classes de ouvintes correspondem, respectivamente, os géneros deliberativo,
forense e epidíctico, cuja formulação acentuadamente abstracta e estrutural parece
conferir-lhes a aparência de formas definitivas, o que muito terá contribuído para a sua
sobrevivência teórica até aos nossos dias. No entanto, não é a perenidade teórica que
pode reduzir o seu desajustamento face à mediatização dos discursos que configura a
sociedade contemporânea.
O aparecimento desse novo agente, um medium audiovisual, capaz de superar a
contingência da impossibilidade de orador e auditório partilharem o mesmo espaço
físico, mas também a existência de novas classes de ouvintes - ou novos perfis de
consumidores, na linguagem da Publicidade, vem transformar a relação entre estes dois
elementos da Retórica clássica, ao permitir e favorecer a transmissão de imagens
capazes de alterar os antigos discursos, tanto escritos como orais.
Aquilo a que nos propomos nesta tese é a uma actualização do modelo retórico
aristotélico, motivada pela percepção da forte intervenção dos media audiovisuais na
definição dos discursos persuasivos contemporâneos, entre os quais o cada vez mais
sofisticado discurso publicitário. Consequentemente, o que motiva a nossa investigação
é a possibilidade de que a Publicidade possa constituir-se como um novo género
retórico, capaz de ampliar a estável tríade proposta por Aristóteles e caracterizar esse
novo género.
In Rhetoric, Aristotle states that there are as many types of speech as classes of listeners (or auditoriums), establishing that they are only three. Each of these classes of listeners corresponds, respectively, to the deliberative, forensic and epidictic genres, which accentuated abstract and structural foundation seems to give them the appearance of definitive forms, probably contributing to their theoretical survival till today. Nevertheless, this theoretical endurance cannot reduce their maladjustment in face of the techno-mediation of all speeches that configures contemporary society. The appearance of that new agent, an audiovisual medium, able to overcome the contingency of both the orator’s and the auditorium’s impossibility to share the same physical space, as well as the existence of new classes of listeners – or new profiles of consumers, attending to Advertising’s specific language – are transforming the relationship between these two elements of classic Rhetoric, allowing the transmission of images capable of changing the classic speeches, both written and oral. With this thesis, our goal is to accomplish an improvement of the Aristotelian rhetorical model, motivated by the perception of audiovisual media’s strong intervention in the definition of the contemporary persuasive speeches, among which is the increasingly sophisticated advertising speech. Consequently, our investigation is motivated, on the one hand, by the possibility of considering Advertising as a new rhetorical genre, able to widen the stability of the Aristotelian triad; and, on the other hand, by the challenge and responsibility of portraying this new genre.
In Rhetoric, Aristotle states that there are as many types of speech as classes of listeners (or auditoriums), establishing that they are only three. Each of these classes of listeners corresponds, respectively, to the deliberative, forensic and epidictic genres, which accentuated abstract and structural foundation seems to give them the appearance of definitive forms, probably contributing to their theoretical survival till today. Nevertheless, this theoretical endurance cannot reduce their maladjustment in face of the techno-mediation of all speeches that configures contemporary society. The appearance of that new agent, an audiovisual medium, able to overcome the contingency of both the orator’s and the auditorium’s impossibility to share the same physical space, as well as the existence of new classes of listeners – or new profiles of consumers, attending to Advertising’s specific language – are transforming the relationship between these two elements of classic Rhetoric, allowing the transmission of images capable of changing the classic speeches, both written and oral. With this thesis, our goal is to accomplish an improvement of the Aristotelian rhetorical model, motivated by the perception of audiovisual media’s strong intervention in the definition of the contemporary persuasive speeches, among which is the increasingly sophisticated advertising speech. Consequently, our investigation is motivated, on the one hand, by the possibility of considering Advertising as a new rhetorical genre, able to widen the stability of the Aristotelian triad; and, on the other hand, by the challenge and responsibility of portraying this new genre.
Description
Keywords
Nova retórica - Publicidade Mediatização - Sociedade contemporânea Mediatização - Discurso persuasivo Mediatização - Perfil do consumidor Publicidade - Imagem - Mediatização Publicidade - Novo género retórico