syncretic rhetoric strategies in advertising and propaganda prof. dr. ricardo nogueira de castro...
TRANSCRIPT
Syncretic Rhetoric Strategies in
Advertising and Propaganda
Prof. Dr. Ricardo Nogueira de Castro MonteiroUniversidade Anhembi Morumbi
Laureate International Universities
number of meetings
analysed pieces
worked hours
average duration
of meetings
average time of analysis per piece
average frequency
of meetings
amount of main
clients
1st semester
2011
25 140 75 3 hours 0h 40m 0s 1/week 7
Syncretic Rhetoric Strategies in Advertising
and Propagandathis paper aims to offer a methodological approach to analyse syncretic texts and to suggest criteria to help the evaluation of their efficiency
one of our methodological strategies consists on determining the categorical oppositions that pervade the syncretic text both in the planes of content and expression, and that organise the figures and themes in the different instances of substance (verbal, visual, musical, sound etc) that compound the syncretic text.
Main Contributions
to investigate the consequences of the interaction between the different languages that compound the syncretic text rather than to treat them separately
to compensate the lack of a practical bibliography regarding the specificities of syncretic texts as a whole
Alfa Mito
22
Discursive LevelPLAYBOY
Themes denoted connotedanimality animalitychildhood adulthood
Figures animal animalin natura in cultura
car
Narrative LevelLOGO
Descriptive animals automobile
ValuesPathemic LUDUSValues affection aggressively
Fundamental Level
FULLNESS
Categories natureculture/technology
Valences (EGO)(domus) (mundus)
Tensivity SYLLABLEmodulation accent
Plane of Expression
Homologies SUPERPOSITIONcold colours hot colours
SOUTHEASTnor-west centre
MEDIANsmall bigperiphery centrepenumbra luminosity
Rhetoric Map
Alegorythe car as a means to become a "playboy"
Comparison
car, animals
Metaphor
force, aggressivity
Metonymy
blacktie
Synecdoche
logo - life style
Catachreses
logo - brand
Synesthesia
suggestion of sound and tactile effects
PLAYBOY BRANDCAR
P.E.
Assonance
systematic chromatic pattern
Paronomasia
same pattern applied to different objects: animals, car, logo
INTELLIGIBLE
SENSIBLEAntithesis
(P.E.)
Antithesis
machines x animals
Gradation
Gradation x Anacoluthon
Hyperbole
size of the car
24
Switzerland: UDC’s campaign for the prohibition of the construction of minarets
25
Plane of expression
Homologies black redcold colour hot colourverticality horizontalityiconicity verbalitydarkness brightness
Discursive Level
Themes islamic id. Swiss id.implicit explicitconcretude abstractionbellicism pacifismmujahideen crusadesoppression freedommultiplicity unityalterity identity
Figures minarets crossmissiles flagStop! Oui
Débreages (shifting out)Actantial woman in a burka lying flagTemporal continuity discontinuitySpatial superposition under-position
Narrative Level
Descriptive V. minarets crossModal V. secret truthPathemic activity passivityValues aggressivity fear
antipathy apathyempathy
Fundamental Level
Categories death lifeValences repulsion attractionTensivity continuity discontinuity
extensivity intensivityPhoria negative positive
Rhetoric Map
Alegory“Crusades”
Comparison
minarets, missiles
Metaphor
lying flag as a wounded nation
Metonymy
woman in burka as a mujahideen
Synecdoche
minarets = islam
Catachreses
flag
Synesthesia
tactile in minarets extremities; sound in the exclamation
SWITZERLANDISLAM
P.E.
Assonance
black as negative; red as positive
Paronomasia
minarets and woman and Stop!; lying flag and oui
INTELLIGIBLE
SENSIBLEAntithesis
(P.E.)
Antithesis
islam x Switzerland
Anacoluthon
Antonomasia
minarets + woman in burka as immigration
OnomatopoeiaStop! as a scream
Apostrophe
a call for the nation
Oxymoron“oui à l’interdiction”
Euphemism
“oui à l’interdiction” = no to immigration?
PLEBISCITE
Periphrasis
minarets as "islamic threat"
high - low - medium density gradation
17
• 55-11-9931-9856
Contacts
•http://www.dailymail.co.uk/news/article-2140617/Musician-takes-skies-plays-Flying-Piano-Brazilian-cultural-festival.html
•http://comunicacionesudla.cl/portal/?p=
Recent clipping