quinta-feira, 26 de janeiro de 2017

New paper: Argumentative possibilities of Advertising Image

"Argumentative possibilities of Advertising Image" is already available to be read (in Portuguese).

Trying to connect the study of advertising with visual rhetoric, the paper looks for a theoretical justification of the term " Visual arguments " when applied to advertising.
 It discusses four rhetorical qualities of the images, and the importance of rhetorical tropes to the persuasive effectiveness of advertisements. The massive use of rhetorical figures seems to meet a functional adaptation of advertising to contemporary societies having a prevailing visual culture, where the need to seize instantly a message is on pair with the need to present this content in a fresh and creative way.

Image result for cigarette bullets
Source: https://pt.pinterest.com/pin/59461657552067794/


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