Abstract

MATEUS, Samuel. Emotive forms of persuasive discourse. Media & Jornalismo [online]. 2019, vol.19, n.34, pp.127-141. ISSN 1645-5681.  https://doi.org/10.14195/2183-5462_34_9.

As the rhetoric teaches us, the emotion (pathos) is at the heart of persuasive discourse. The argumentative rationality of rhetoric does not exclude emotions as fundamental element of the persuasive process. First, because reason and feelings go hand in hand with regard to the reasoning and decision making, as shown by several studies of Neuroscience and Social Psychology. Secondly, because the persuasive process involves an emotional mode parallel to a strictly formal mode so-called "rational". This paper highlights some of the main ways that punctuate the emotional dimension of persuasive speeches in advertising: the use of suggestion, the use of figurative language and connotation, or the concentration on the needs and desires of the audience. In addition to these, there are also a set of emotional effects relating to either the audience or the speaker. Although this list does nor exhaust all the possibilities, the description of the emotional procedures in advertising offers us a preliminary outline of the scope and practical consequences of emotional persuasion.

Keywords : rhetoric; advertising rhetoric; persuasion; emotions; emotional persuasion.

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