Strategies to analyze rhetorical discourse of advertising: A model through advertisements from Spain and Portugal

Abstract

The most important objective of advertising is persuasion and uses all the means available to it and found in rhetoric. In education, this strategic communication must be properly studied as a complementary model that includes compositional elements and critical reflection. The subject of advertising texts is found in the Baccalaureate curriculum, and for this reason the strategies and modalities used in textbooks are analyzed. There are deficiencies in these textbooks, and for this reason a complete method is offered focused on the development of communication skills (oral and written) and on the interpretation of the elements of advertising persuasion; how complementary applications can be carried out, is exemplified with a cross-cultural comparative analysis of wine advertisements from Spain and Portugal. Therefore, this method of interpretation framed in the educational field develops strategies to comment on the rhetorical advertising discourse in a context in which students must be instructed to interpret the world and create their own opinions.

Keywords

• publicidad
• discurso retórico
• estrategias de e/a
• bachillerato
• españa/portugal