Advertising: the construction of enunciators’ ethos

Authors

  • Tania Regina Montanha Toledo Scoparo Universidade Estadual do Norte do Paraná (UENP), Jacarezinho, PR
  • Eliane Aparecida Miqueletti Universidade Estadual de Londrina (UEL), Londrina, PR
  • Loredana Limoli Universidade Estadual de Londrina (UEL), Londrina, PR

DOI:

https://doi.org/10.5216/sig.v27i2.30094

Keywords:

Greimas Semiotics, Advertising, Communication, Enunciation.

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.

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Author Biographies

Tania Regina Montanha Toledo Scoparo, Universidade Estadual do Norte do Paraná (UENP), Jacarezinho, PR

Departamento de Letras. Área Linguística

Eliane Aparecida Miqueletti, Universidade Estadual de Londrina (UEL), Londrina, PR

Departamento de Estudos da Linguagem; Área: Semiótica

Loredana Limoli, Universidade Estadual de Londrina (UEL), Londrina, PR

Departamento de Estudos da Linguagem; Área: Semiótica

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Published

2015-12-22

How to Cite

SCOPARO, T. R. M. T.; MIQUELETTI, E. A.; LIMOLI, L. Advertising: the construction of enunciators’ ethos. Signótica, Goiânia, v. 27, n. 2, p. 395–412, 2015. DOI: 10.5216/sig.v27i2.30094. Disponível em: https://revistas.ufg.br/sig/article/view/30094. Acesso em: 5 jul. 2024.

Issue

Vol. 27 No. 2 (2015)

Section

Article

License

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