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Acerca da associação entre ethos e pathos na retórica da publicidade
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Abstract(s)
A persuasão pelo carácter (Ethos) é frequentemente insinuada, aludida ou sugerida sem
que, contudo, tal ocorra de forma necessariamente declarada. Trata-se, neste caso, de
mostrar que o orador é digno de fé e, ao fazê-lo, procura-se que essa confiança induzida
se derrame sobre as teses que submete ao assentimento do auditório. Contudo, esta
demonstração não se reduz ao momento da enunciação. A Publicidade, enquanto
mensagem de pendor claramente persuasivo, assume hoje esta condição insinuada – não
necessariamente explícita – do Ethos. Este artigo não averigua os usos do Ethos na
Publicidade (os usos de autoridade ou de credibilidade), mas antes a natureza ética (Ethos)
da Publicidade. Trata-se, pois, de procurar o “Ethos” da Publicidade em vez do “Ethos”
na Publicidade. Isto significa reconhecer uma mobilização dinâmica e negociada entre as
três provas retóricas: Logos, Ethos, Pathos e, em particular, no caso da Publicidade
contemporânea, entre Ethos e Pathos. Identificamos as principais características do Ethos
da Publicidade e demonstramos a imbricação entre Ethos e Pathos através da análise de
dois anúncios de Publicidade, os quais apontam para a possibilidade do Pathos auxiliar o
processo de absorção ou interiorização de conceitos e afirmações intelectuais associados
ao Ethos. Assim, no caso da Publicidade, credibilidade e afectividade não estão tão
distantes como a Retórica Clássica aristotélica poderia fazer crer.
Persuasion by character (Ethos) is often hinted at, alluded to or suggested without, however, necessarily occurring in a stated manner. In this case, it's about showing that the speaker is worthy of faith and, in doing so, it is sought that this induced confidence be poured over the theses that he submits to the audience's assent. However, this demonstration is not limited to the moment of enunciation. Advertising, as a clearly persuasive message, today assumes this implied condition - not necessarily explicit - of Ethos. This article does not investigate the uses of Ethos in Advertising (the uses of authority or credibility) but rather the ethical nature (Ethos) of Advertising. It is, therefore, about looking for Ethos of Advertising instead of Ethos in Advertising. This means recognizing a dynamic and negotiated mobilization between the three rhetorical tests: Logos, Ethos, Pathos and, in particular, in the case of contemporary Advertising, between Ethos and Pathos. We identified the main characteristics of Ethos in Advertising and demonstrated the overlap between Ethos and Pathos through the analysis of two Advertising. Ads, which point to the possibility of Pathos helping the process of absorbing or internalizing concepts and intellectual statements associated with Ethos. Thus, in the case of Advertising, credibility and affection are not as distant as Aristotelian Classical Rhetoric might have us believe.
Persuasion by character (Ethos) is often hinted at, alluded to or suggested without, however, necessarily occurring in a stated manner. In this case, it's about showing that the speaker is worthy of faith and, in doing so, it is sought that this induced confidence be poured over the theses that he submits to the audience's assent. However, this demonstration is not limited to the moment of enunciation. Advertising, as a clearly persuasive message, today assumes this implied condition - not necessarily explicit - of Ethos. This article does not investigate the uses of Ethos in Advertising (the uses of authority or credibility) but rather the ethical nature (Ethos) of Advertising. It is, therefore, about looking for Ethos of Advertising instead of Ethos in Advertising. This means recognizing a dynamic and negotiated mobilization between the three rhetorical tests: Logos, Ethos, Pathos and, in particular, in the case of contemporary Advertising, between Ethos and Pathos. We identified the main characteristics of Ethos in Advertising and demonstrated the overlap between Ethos and Pathos through the analysis of two Advertising. Ads, which point to the possibility of Pathos helping the process of absorbing or internalizing concepts and intellectual statements associated with Ethos. Thus, in the case of Advertising, credibility and affection are not as distant as Aristotelian Classical Rhetoric might have us believe.
Description
Keywords
Ethos Pathos Retórica da publicidade Publicidade Advertising rhetoric Rhetoric . Faculdade de Artes e Humanidades
Citation
Mateus, S. (2021). Acerca da associação entre ethos e pathos na retórica da publicidade. In Atas do XI Congresso SOPCOM: comunicação, turismo e cultura (pp. 655-665). SOPCOM/ Universidade de Madeira.
Publisher
SOPCOM/Universidade de Madeira