TEXT ADVERTISING FIRST CONCEPTS AND STRUCTURE OF THE TEXT ADVERTISING http://www.comunicadores.

info 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. http://www.comunicadores.info The layout and structure of the â ¢ The Aristotelian scheme, as - Exordium: the introduction of "induces us to do something or which mention the known facts, ject; http://www.comunicadores.info Aristotelian text advertising defined in The Art of Rhetoric: speech, should draw attention to what is meant it takes us away" - Narration: part of speech in without prolixity, is the development of the sub

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. http://www.comunicadores.info 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. http://www.comunicadores.info 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; http://www.comunicadores.info 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. http://www.comunicadores.info