Retórica intratextual e contextual na publicidade

Abstract

The present inquiry takes as an object the printed Brazilian publicity of the 1900 years, with focus in the period understood between the decades of 1960 and 1980, in lifting carried out from announcements conveyed in specialized publications of historical hallmark, like yearbooks of publicity, portifólios of advertising agencies or publications carried out by schools of communication. The problem of inquiry is situated in the relation between the printed publicity and the verbal and visual multicodes messages, favored by the cultural complexity, with emphasis in the baroque proceedings understood like operators between the culture and the publicity. The objective is to study the updating of the tools of rhetoric when they were used in the construction of publicity messages through the classic rhetoric, of the study of the job of the persuasives visual resources, put into effect by the baroque movement, and also for the use of the persuasives resources visualverb in the Nazi propaganda. Two types of updating were considered rhetoric: intratextual, what treats the structural questions of the messages, and contextual, what analyses the cultural questions. The methodology consists of bibliographical inquiry and lifting of announcements, and the academic references includes the semiotics of the culture, the Peirce s semiotics, the theories about barroque and neo-barroque, and about the cultural interbreeding