TEXT ADVERTISING

FIRST CONCEPTS AND STRUCTURE OF THE TEXT ADVERTISING

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Advertising is a deliberative discourse
â ¢ In The Art of Rhetoric, Aristotle defines three genres of rhetoric:
- Deliberative - future - act counseling or discouraging for future action - Jud
iciary - month - a charge or defense inside on historical facts - Statement - pr
esent - to praise or blame becomes always based on the present.
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The layout and structure of the Aristotelian text advertising
â ¢ The Aristotelian scheme, as defined in The Art of Rhetoric:
- Exordium: the introduction of speech, should draw attention to what is meant -
"induces us to do something or it takes us away" - Narration: part of speech in
which mention the known facts, without prolixity, is the development of the sub
ject;
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The layout and structure of the Aristotelian text advertising
- Evidence: must be demonstrative, we use the past to advise for the future - pe
roration: the concluding part of the epilogue. It comprises four parts or stages
- the first is when we bring the listener into our camp, the second is that we
expand or limit the foregoing, the third is the time when we have stirred the pa
ssions of the listener and fourth and last is that which we do a recap, a resump
tion of the main idea.
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The layout and structure of the Aristotelian text advertising
â ¢ We can then establish a similar structure for ad text:
- Title - corresponds to the exordium and has the function to call the reader in
to the ad, take you to read the entire listing - Development - matches the accou
nt and the evidence, develops the idea of the announcement - Closing - represent
ing a peroration, closes , finds the idea expressed in the notice, call to actio
n and resumes submitted in the title.
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Language functions and the advertising text
â ¢ Another feature of the current text advertising is linked to the functions of
language text, a message can play alone or as a whole. These functions can be (J
akobson): - Benchmark: the message denotes real things, focus on the subject asi
de from the transmitter and receiver - Emotive: the sender speaks of himself, us
es the first person - or conative imperative: a strong appeal the consumer, repr
esents an order, gives life and personality to the object announced;
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Language functions and the advertising text
- Factual: the text simulates arouse emotions, the speaker tries to draw closer,
opening a channel of communication, presented as a conversation with the caller
- Metalinguistics: Message elect another message to his object - or poetic aest
hetics, created to be ambiguous and attract the attention of the recipient by th
e way, the aesthetics or beauty.
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