• JoomlaWorks Simple Image Rotator
  • JoomlaWorks Simple Image Rotator
  • JoomlaWorks Simple Image Rotator
  • JoomlaWorks Simple Image Rotator
  • JoomlaWorks Simple Image Rotator
  • JoomlaWorks Simple Image Rotator
  • JoomlaWorks Simple Image Rotator
  • JoomlaWorks Simple Image Rotator
  • JoomlaWorks Simple Image Rotator
  • JoomlaWorks Simple Image Rotator
 
  Bookmark and Share
 
 
Master's Dissertation
DOI
10.11606/D.8.2009.tde-30092009-172640
Document
Author
Full name
Maria de Fatima Bezerra
E-mail
Institute/School/College
Knowledge Area
Date of Defense
Published
São Paulo, 2009
Supervisor
Committee
Ishihara, Tokiko (President)
Mosca, Lineide do Lago Salvador
Nery, Rosa Maria
Title in Portuguese
Ethos, estereótipos e clichês: moda e argumentação persuasiva
Keywords in Portuguese
Argumentação
Discurso
Estereótipos
Ethos
Abstract in Portuguese
O discurso da moda faz uso de estratégias argumentativas que, com a intenção de seduzir o público leitor, provocam uma identificação entre a mulher e a moda. Tendo a teoria da argumentação da nova retórica como horizonte teórico, este trabalho utilizou como corpus artigos de moda retirados das revistas Elle e Marie Claire em publicações francesas e brasileiras. Na análise do discurso da moda, do ponto de vista da argumentação, os princípios da nova retórica atualizados por Perelman e Olbrechts-Tyteca serviram como base para explicar os recursos persuasivos desse discurso. Na tentativa de alcançar a adesão da leitora/consumidora, o enunciador do discurso da moda revela um ethos sedutor que incorpora estereótipos da mulher moderna para despertar o fascínio do público feminino.
Title in English
The ethos, stereotypes and clichés: fashion and persuasive argumentation
Keywords in English
Argumentation
Estereotype
Ethos
Speech
Abstract in English
The fashion speech makes use of argumentation strategies that, in intention to seduce the public reader, cause an indentification between the woman and the fashion. Having the theory of the argumentation of the new rhetoric as horizontes theoreticians, this work used as corpus the articles of fashion removed of the French and Brazilian magazines Elle and Marie Claire. In the analysis of the fashion speech, of the point of view of the argument, the principles of the new rhetoric, brought up to date for Perelman and Olbrechts-Tyteca, had served as base to explain the persuasives resources of this speech. In the attempt to attain the adhesion of the reader/consumer the speaker of the fashion speech shows a seducer ethos that incorporates the stereotypes of the modern woman to make up the fascination of the feminine public.
 
WARNING - Viewing this document is conditioned on your acceptance of the following terms of use:
This document is only for private use for research and teaching activities. Reproduction for commercial use is forbidden. This rights cover the whole data about this document as well as its contents. Any uses or copies of this document in whole or in part must include the author's name.
Publishing Date
2009-09-30
 
WARNING: Learn what derived works are clicking here.
All rights of the thesis/dissertation are from the authors
Centro de Informática de São Carlos
Digital Library of Theses and Dissertations of USP. Copyright © 2001-2021. All rights reserved.