Signum: Estudos da Linguagem (Dec 2013)

PASSION, MYTH AND WAYS OF LIFE IN ADVERTISING

  • Edna Maria Fernandes dos Santos NASCIMENTO

Journal volume & issue
Vol. 16, no. 2
pp. 149 – 168

Abstract

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The passion, understood by Aristotle, as a contingency which causes a change in the essence of the subject, was object of research of the Greek philosopher as rhetorical strategy used by the speaker to touch its listeners. The greimasian semiotics, enlarging the concept of Aristotle’s passion, understands it as the soul states of a subject that can be gathered form the analysis of a text. Reflections towards the passion discursivization and its persuasion effects in advertisements lead us to establish the relationships between passion, myth and ways of life.

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