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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: 20
ISBN13: 9781522517931|ISBN10: 1522517936|EISBN13: 9781522517948
DOI: 10.4018/978-1-5225-1793-1.ch003
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MLA

Barroso, Paulo M. "Rhetoric of Seduction: From an Iconocratic Advertising to a Tautological Culture." Advertising and Branding: Concepts, Methodologies, Tools, and Applications, edited by Information Resources Management Association, IGI Global, 2017, pp. 45-64. https://doi.org/10.4018/978-1-5225-1793-1.ch003

APA

Barroso, P. M. (2017). Rhetoric of Seduction: From an Iconocratic Advertising to a Tautological Culture. In I. Management Association (Ed.), Advertising and Branding: Concepts, Methodologies, Tools, and Applications (pp. 45-64). IGI Global. https://doi.org/10.4018/978-1-5225-1793-1.ch003

Chicago

Barroso, Paulo M. "Rhetoric of Seduction: From an Iconocratic Advertising to a Tautological Culture." In Advertising and Branding: Concepts, Methodologies, Tools, and Applications, edited by Information Resources Management Association, 45-64. Hershey, PA: IGI Global, 2017. https://doi.org/10.4018/978-1-5225-1793-1.ch003

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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.

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