Manipulação dos afetos: um procedimento do convencer em anúncios cearenses do início do século XX

Abstract

In this paper, we bring to discussions about advertisement genre contributions of a text linguistic led by a diachronic look, highlighting the historicity of the genre. Our main interest is to reflect on emotional manipulation (Breton 1999) as a rhetorical strategy used in Ceará advertisements in its history, assessing how these resources work in order to convince: the appeal to the audience’s sentiments and the fusion effect. For purposes of illustration, we analyse advertisements from Ceará published in Ba-ta-clan magazine in the early twentieth century. The analysis allow us to identify several emotional manipulation techniques, revealing how this rhetorical procedure, considered a current advertising strategy, is manifested early in advertisements in the last century in Ceará.