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Syncretic Rhetoric Strategies in Advertising and Propaganda Prof. Dr. Ricardo Nogueira de Castro Monteiro Universidade Anhembi Morumbi Laureate International.

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Presentation on theme: "Syncretic Rhetoric Strategies in Advertising and Propaganda Prof. Dr. Ricardo Nogueira de Castro Monteiro Universidade Anhembi Morumbi Laureate International."— Presentation transcript:

1 Syncretic Rhetoric Strategies in Advertising and Propaganda Prof. Dr. Ricardo Nogueira de Castro Monteiro Universidade Anhembi Morumbi Laureate International Universities

2 number of meetings analysed pieces worked hours average duration of meetings average time of analysis per piece average frequency of meetings amount of main clients 1st semester 2011 25140753 hours0h 40m 0s1/week7

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7 Syncretic Rhetoric Strategies in Advertising and Propaganda this paper aims to offer a methodological approach to analyse syncretic texts and to suggest criteria to help the evaluation of their efficiency one of our methodological strategies consists on determining the categorical oppositions that pervade the syncretic text both in the planes of content and expression, and that organise the figures and themes in the different instances of substance (verbal, visual, musical, sound etc) that compound the syncretic text.

8 Main Contributions to investigate the consequences of the interaction between the different languages that compound the syncretic text rather than to treat them separately to compensate the lack of a practical bibliography regarding the specificities of syncretic texts as a whole

9 Alfa Mito

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11 Discursive Level PLAYBOY Themesdenotedconnoted animality childhoodadulthood Figuresanimal in naturain cultura car Narrative Level LOGO Descriptiveanimalsautomobile Values PathemicLUDUS Valuesaffectionaggressively Fundamental Level FULLNESS Categoriesnatureculture/technology Valences(EGO) (domus)(mundus) TensivitySYLLABLE modulationaccent Plane of Expression HomologiesSUPERPOSITION cold colourshot colours SOUTHEAST nor-westcentre MEDIAN smallbig peripherycentre penumbraluminosity

12 Rhetoric Map Alegory the car as a means to become a "playboy" Comparison car, animals Metaphor force, aggressivity Metonymy blacktie Synecdoche logo - life style Catachreses logo - brand Synesthesia suggestion of sound and tactile effects PLAYBOY BRAND CAR P.E. Assonance systematic chromatic pattern Paronomasia same pattern applied to different objects: animals, car, logo INTELLIGIBLE SENSIBLE Antithesis (P.E.) Antithesis machines x animals Gradation x Anacoluthon Hyperbole size of the car

13 24 Switzerland: UDCs campaign for the prohibition of the construction of minarets

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15 Plane of expression Homologiesblackred cold colourhot colour verticalityhorizontality iconicityverbality darknessbrightness Discursive Level Themesislamic id.Swiss id. implicitexplicit concretudeabstraction bellicismpacifism mujahideencrusades oppressionfreedom multiplicityunity alterityidentity Figuresminaretscross missilesflag Stop!Oui Débreages (shifting out) Actantialwoman in a burkalying flag Temporalcontinuitydiscontinuity Spatialsuperpositionunder-position Narrative Level Descriptive V.minaretscross Modal V.secrettruth Pathemicactivitypassivity Valuesaggressivityfear antipathyapathy empathy Fundamental Level Categoriesdeathlife Valencesrepulsionattraction Tensivitycontinuitydiscontinuity extensivityintensivity Phorianegativepositive

16 Rhetoric Map Alegory Crusades Comparison minarets, missiles Metaphor lying flag as a wounded nation Metonymy woman in burka as a mujahideen Synecdoche minarets = islam Catachreses flag Synesthesia tactile in minarets extremities; sound in the exclamation SWITZERLAND ISLAM P.E. Assonance black as negative; red as positive Paronomasia minarets and woman and Stop!; lying flag and oui INTELLIGIBLE SENSIBLE Antithesis (P.E.) Antithesis islam x Switzerland Anacoluthon Antonomasia minarets + woman in burka as immigration Onomatopoeia Stop! as a scream Apostrophe a call for the nation Oxymoron oui à linterdiction Euphemism oui à linterdiction = no to immigration? PLEBISCITE Periphrasis minarets as "islamic threat" high - low - medium density gradation

17 17 ricardo@ncmonteiro.com ricardo@ncmonteiro.com 55-11-9931-9856 Contacts http://www.dailymail.co.uk/news/article-2140617/Musician-takes- skies-plays-Flying-Piano-Brazilian-cultural-festival.htmlhttp://www.dailymail.co.uk/news/article-2140617/Musician-takes- skies-plays-Flying-Piano-Brazilian-cultural-festival.html http://comunicacionesudla.cl/portal/?p= Recent clipping


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