2015•Unpublished venueRequires access
Advertising: the construction of enunciators’ ethos
Tânia Regina Montanha Toledo Scoparo, Eliane Aparecida Miqueletti, Loredana Límoli
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Abstract
This paper discusses the enunciation marks left in the enunciation for the image construction (the ethos) of the text enunciator, the Bank of Brazil, from the image construction (the pathos) it also makes of the text enunciatee, their clients and potential clients. To this end, after a brief theoretical discussion, mostly anchored on French Semiotics, the analysis of two Bank of Brazil’s advertisements will show that pathos and ethos are directly related, since the production of sensibilities and emotions in the enunciatee is linked to the modes of enunciating, to the enunciator’s view aiming at the make-believe.