This work has the objective to do rhetoric analysis in the genre public defense in the spoken language. It intends to show linguistic mechanisms that people, lawyers and promoters, use in defense of their arguments. We understand Rhetoric as the art of persuading in discourse. The theoretical basis of our investigation concerns Rhetoric is in Perelman and Olbrechts-Tyteca (2005), Reboul (2004) and Abreu (2004), refences to conversation analysis in Marcuschi (1998, 2003) and concerns to text linguistics in Koch (1984, 1992, 2003, 2005) and Santos (1999, 2002). The focus of analysis is the judicial scenery, exactly the jury session, where the rhetoric spoken the lawyer, is in the Defense and the promoter is in the accusation of the Public Ministry deliver their text/discourse intending to adhere the auditorium: it is a popular jury. The analysis showed that rhetoric moments objected the adhesion to who the thesis of defense is presented. It is mean, the construction of the sense to persuade the auditorium of the chosen place really happened. / Este trabalho teve o objetivo de fazer uma análise retórica do gênero discursivo defesa pública , na modalidade da língua oral, para mostrar os mecanismos lingüísticos de caráter retórico, utilizados pelo retor na defesa dos seus argumentos. Entendemos por Retórica a arte de persuadir pelo discurso, razão por que nos fundamentamos nas questões da retórica em Perelman e Olbrechts-Tyteca (2005), Reboul (2004) e Abreu (2004); nos estudos conversacionais em Marcuschi (1998, 2003), e nas de texto em Koch (1984, 1992, 2003 e 2005) e Santos (1999, 2002), além de outros. O foco das nossas análises foi o cenário jurídico, precisamente as sessões de júri, onde os retores advogado, na defesa, e promotor na acusação do Ministério Público proferiram seus discursos no intuito de conseguir a adesão de seu auditório o júri popular. As análises do gênero defesa pública evidenciam que os momentos retóricos objetivaram a adesão daqueles a quem a tese se apresentou e que se efetivaram na construção do sentido com a intenção de persuadir o auditório.

[pt] Este trabalho investiga a construção da argumentação no discurso jornalístico, tomando por base a teoria sistêmico funcional para análise de recursos linguísticos interpessoais (Halliday, 1994; Butt et al, 1995), bem como a teoria da valoração (Martin, 2000) e estudos sobre argumentação para identificar o uso de estratégias de convencimento e/ou persuasão em artigos de opinião (Ducrot, 1983 apud SILVA e ESPÍNDOLA, 2005; Abreu, 2009). A pesquisa qualitativa desenvolvida sobre esse gênero textual (Marcuschi, 2002) descreve e interpreta o uso de traços léxicogramaticais relacionados à Metafunção Interpessoal, permitindo uma melhor compreensão e avaliação da eficácia dos textos. O posicionamento dos autores dos artigos é também analisado através do gerenciamento da informação, que incide no ato de convencer, ou do gerenciamento da relação, incidindo no ato de persuadir. Para análise, foram selecionados nove artigos de opinião de temas variados, publicados durante o ano de 2010, nos jornais O Globo e Folha de São Paulo, sendo parte dos artigos recolhida da versão impressa e outros da versão digital desses veículos. O trabalho visou à seleção, identificação e análise dos recursos linguísticos que realizam, dentre outros aspectos, a modalidade e a metáfora gramatical interpessoal, passando à interpretação semântica depreendida desses dados. Ao mesmo tempo, em cada texto, verificou-se a incidência do ato de convencer e/ou persuadir a partir de categorias atitudinais de afeto, julgamento ou apreciação. Os resultados da pesquisa revelam que o ato de convencer é mais recorrente na argumentação em artigos de opinião, mostrando que os escritores atuam no campo das ideias do leitor e buscam, na objetividade própria ao discurso jornalístico, diferentes caminhos para falar à razão do outro. Por outro lado, as escolhas léxico-gramaticais mostram que vários recursos interpessoais são utilizados nos textos também com o intuito de persuadir, construindo uma predisposição à solidariedade com o leitor ou permitindo a expressão da opinião do escritor de maneira indefinida ou sutil, tornando difícil ao leitor questionar, refutar ou discordar do autor, que assim desenvolve, com sucesso, a sua argumentação. / [en] This study investigates the construction of argumentation in journalistic discourse, using systemic-functional theory as the basis for the analysis of linguistic interpersonal resources (Halliday, 1994; Butt et al, 1995), as well as appraisal theory (Martin, 2000) and argumentation studies to identify the use of convincing and/or persuading strategies in opinion articles (Ducrot, 1983 apud Silva and Espíndola, 2005; Abreu, 2009). Qualitative research on this textual genre (Marcuschi, 2002) describes and interprets the use of lexico-grammatical aspects related to the Interpersonal Metafunction, aiming at a better understanding and evaluation of the effectiveness of texts. Positioning of the authors of the opinion articles is analyzed either through information management, which is related to the act of convincing, or through relationship management, which is related to the act of persuading. Nine opinion articles on varied themes and published during the year of 2010 in the newspapers O Globo and Folha de São Paulo were selected for analysis. Some of these articles were collected from the online version of the newspapers and others were taken from the printed version of the chosen news media. The study aimed at the selection, identification and analysis of the linguistic resources that realize modality and interpesonal grammatical metaphor, among other aspects; this phase of the analysis was followed by the semantic interpretation of the data. At the same time, in each text, the incidence of the act of convincing and/or persuading was examined, based on the attitudinal categories of affect, judgment or appreciation. Results of the research reveal that the act of convincing is quite recurrent in the argumentation of the analyzed opinion articles, showing that writers appeal to readers minds and ideas and they seek, in the own objectivity to the journalistic discourse, different ways to speak to the reason of their readership. On the other hand, the lexico-grammatical choices also show that several interpersonal resources are used in the texts with the intention of persuading and building a predisposition towards readers’ solidarity. At the same time, these linguistic choices allow for the expression of the writer s opinion in an indefinite or subtle way, making it difficult for readers to question, to refute or to disagree with the authors, who thus guarantee the success of their argumentation.

The current study has explored the language of 30 non-commercial advertisements, both quantitatively and qualitatively, within the framework of pragmatics. The main incentive was to conduct an investigation into how the advertiser working with such a philanthropic genre employs attention-seeking, informing and persuading functions when she communicates with her audience. Orbiting around key notions of Relevance Theory (1986; 1995; 2012) and Tanaka’s pragmatic approach to advertising (2005), the study attempted to determine whether non-commercial advertising differs from its commercial counterpart in terms of informing and persuading intentions, and to examine the extent to which non-commercial advertising relies on internal and external contexts in its explicit and implicit language. The findings show that non-commercial advertising utilises attention-seeking, informing and persuading functions in a variable fashion since they can be incorporated into complex arrangements in which they sometimes overlap or collaborate. This fuse appears to enable the advertiser to achieve her intended meaning at the same time as she can make efficient use of space and time. The study also found that there are non-commercial advertisements that completely lack persuasion. By excluding explicit and implicit imperative speech acts, conjunctive adjuncts and pronouns that involve the audience, such advertisements appear to be solely objective and informative. In turn, these findings suggest that the informing function in non-commercial advertising is not always subordinated to the persuading function, which contrasts with the informing-persuading hierarchy in commercial advertising. Finally, since the creator of non-commercial advertising frequently exposes her audience to weak relevance, she requires them to locate and solve explicatures and implicatures with help from both internal and external contexts, which strengthens Tanaka’s (2005) claim that advertisers treat their audience as potentially creative and resourceful once attention has been attracted and sustained.

廣告的目的，是用來與「目標消費者」進行訊息溝通與傳達，而不是自我藝術美感的創作與表達。廣告的內容，是將「廣告訊息」，藉由編碼，正確的傳遞給目標消費者（閱聽人）。而有說服力的廣告，就會是可以幫助銷售的好廣告。在消費者對於廣告解讀的論述中，出現了許多影響訊息說服與溝通的閱聽人的心理意識，包括了消費者的特質、生活型態、價值觀，文化、社會認同、社會地位、群體同儕、品味、成就、以及夢想等。越能以這些因素，引起閱聽人共鳴，就能夠越容易完成訊息傳遞的目的。 而這些心理意識，就是「內團體意識」中，區分內、外團體的歸因要素。有了情感上的歸屬，訊息傳遞就可以比較容易。電視廣告在「內團體意識」的包裝下，消費者（想要）及（接受）的心理因素不斷的被提到，被群體「認同」的需求，一再的被滿足，期望一再的被塑造。隨著「內團體意識」的表現，在經歷了認知、情感、行為三個階段後，溝通目的才開始清楚的完成。 　　為瞭解「內團體意識」如何建構電視廣告訊息？有何表現上的可歸納的操作指標，本研究以內容分析法，選擇自1980年～現今2009年之間，具有「內團體意識」表現方式的電視廣告影片110支，以年代別及FCB模式商品分類別兩種方式，進行包括表達元素、表達形式、背景歸因、社會歸因、文化歸因、生活風格歸因、個體歸因等相關要素的表現分析與研究。 研究整理後發現，「內團體意識」在電視廣告訊息的表現中，以「情感認同」為核心，藉由「滿足需求」、「消費描述」及「建構想像」做為基本創意概念。另外，電視廣告片中大多必要且慣用「內團體意識」，甚至在許多的電視廣告中，會有一個或多個內團體意識的歸因元素同時存在。部份內團體意識，只是創意與橋段的表現，與原本要訴求對象的「團體意識」並不會衝突。最後也發現，似乎越是特殊的商品或勞務，就越需要使用「內團體意識」，來做為電視廣告中重要溝通核心。 關鍵字：內團體意識、廣告表現、團體認同、廣告訴求、團體偏私、核心概念、訊息解讀、情感認同、歸因要素、背景歸因、社會歸因、文化歸因、生活型態、個體歸因、廣告創意、訊息策略、說服理論。 / The intention of advertisement is to provide a message to the targeted consumer and communicate rather than a presentation of individual expression and creativity. The core meaning of an advertisement is to transfer a key message embedded with advertising means successfully to its target receiver; furthermore, an outstanding advertisement will be able to fulfill the intention of marketing and sales. An exposition regarding consumer advertisement decoding denoted numerous variables that potentially alter the protocol of message receiver and his way of interpreting a message. This includes an individual consumer’s characteristic, lifestyle, value, culture, social acceptance, social status, social circle, taste, accomplishment, and vision. Messages embedded with such variables tend to create sympathy between the message and the receiver; as a result, creates a psychological bonding in which grows more powerful whenever a new variable reaches its echo with the receiver. Such psychological behaviors are the essential attributes differentiating the in-group consciousness from out-group consciousness of an individual. With a sentimental bonding, messages can be transmitted more accurately and efficiently. Television advertisement exercise constant implicit of this in-group conscious behavior, by repeating intimation of “desire” and “acceptance” to the receiver, continuous fulfillment of ones the necessitate aspiration, and constant creation of expectation. As the realization of the in-group consciousness continues, the purpose of communication is only fully accomplished after an individual have gone through acknowledgement, emotion, and into action. To understand how in-group consciousness establishes and executes television ad messages and its protocols. This research suggested using content analysis; by selecting 110 Television ad clips that possesses in-group consciousness implementation in between 1980 to 2009 and analyze them in two ways–era differentiation and product type under FCB protocol. This study focused on observing and analyzing the performance of variables such as expressing element, expressing form, background, social, cultural, lifestyle, individual attributes, and other related elements. 　　After the compilation of results, this research suggests that most television ads exercise in-group consciousness intentionally to create a common attribute among its listeners. By establishing sensational acceptance as the core criteria, advertisements then elaborates on other attributes such as satisfying needs, consuming behavior, and image establishment to create the basic concept of creativity. Furthermore, this research shows that a large number of advertisements exercise one or more in-group consciousness attribute within them. Some of the in-group consciousness exercised in ads is portrayed simply due to creative and plotting needs and doesn’t actually create a conflict with the central in-group consciously. This research also found that the more unique or special a product or service is, the more dependant its advertisement will be on in-group consciousness. Keywords: in-group consciousness, advertisement performance, group acceptance, advertisement requirements, group favoritism, core concept, message interpretation, emotional acceptance, attributes factor, background attribute, social attribute, cultural attribute, lifestyle, individual attribute, advertisement creativity, message tactic, persuading theory.