Welcome to the InfoSci Platform
Rhetoric of Seduction: From an Iconocratic Advertising to a Tautological Culture

Rhetoric of Seduction: From an Iconocratic Advertising to a Tautological Culture

Paulo M. Barroso
Copyright: © 2017 |Pages: 27
ISBN13: 9781522505259|ISBN10: 1522505253|EISBN13: 9781522505266
DOI: 10.4018/978-1-5225-0525-9.ch011
Cite Chapter Cite Chapter

MLA

Barroso, Paulo M. "Rhetoric of Seduction: From an Iconocratic Advertising to a Tautological Culture." Seduction in Popular Culture, Psychology, and Philosophy, edited by Constantino Martins and Manuel Damásio, IGI Global, 2017, pp. 232-258. https://doi.org/10.4018/978-1-5225-0525-9.ch011

APA

Barroso, P. M. (2017). Rhetoric of Seduction: From an Iconocratic Advertising to a Tautological Culture. In C. Martins & M. Damásio (Eds.), Seduction in Popular Culture, Psychology, and Philosophy (pp. 232-258). IGI Global. https://doi.org/10.4018/978-1-5225-0525-9.ch011

Chicago

Barroso, Paulo M. "Rhetoric of Seduction: From an Iconocratic Advertising to a Tautological Culture." In Seduction in Popular Culture, Psychology, and Philosophy, edited by Constantino Martins and Manuel Damásio, 232-258. Hershey, PA: IGI Global, 2017. https://doi.org/10.4018/978-1-5225-0525-9.ch011

Export Reference

Mendeley
Favorite

Abstract

Contemporary Western and industrialized societies have a profusion of messages with seductive and appealing meanings. Signs and images are used in advertising. They surround us to our consumption, satisfaction, pleasure, comfort, happiness, or social success. Their meanings comprise epidictic and apodictic messages of seduction. This chapter is about techniques of persuasion and effective communication through signs and images of advertising. Following a reflexive methodology, based on a theoretical research, the main objective is to understand how these techniques are more and more improved and able to develop new visual and popular forms of life, demonstrating that seduction is all about signs and images, i.e. it is a semiosis process of being able to send messages and read them accordingly.

Request Access

You do not own this content. Please login to recommend this title to your institution's librarian or purchase it from the IGI Global bookstore.