Publicitate și retorică
Advertising and rhetoric
Author(s): Rodica PascuSubject(s): Communication studies
Published by: Editura Academiei Române
Keywords: rhetoric; advertising; discourse; image; icon; figures of speech;
Summary/Abstract: After 1960 french structuralists Roland Barthes and Jacques Durand tried to establish a general rhetoric for the verbal communication and also for the nonverbal one, such as images, gestures and other signs. The relationship between advertising and rhetoric is also engaging the attention of contemporary scholars. The main purpose of advertising is to convince the consummers to buy the promoted products. Rhetoric strategies and figures are used in verbal and iconic components of the advertising discourse.
Journal: Anuarul Institutului de Cercetări Socio-Umane Sibiu
- Issue Year: XXII/2015
- Issue No: 22
- Page Range: 51-58
- Page Count: 8
- Language: Romanian
- Content File-PDF