Uppsatsen avser analysera den argumentation som förekommer på bokomslagen till de svenska böckerna om Harry Potter. Genom att studera vilka visuella argument som förekommer på böckers omslag, är syftet med arbetet att undersöka hur omslagen argumenterar och kommunicerar via olika visuella element såsom färg, form, illustrationer och symboler. Utifrån detta görs sedan en jämförande analys mellan omslagen på böckernas första utgåva och den nyutgåva som presenteras 20 år senare. Omslagen som analyseras utgörs således av sju titlar från den första svenska utgåvan (utgiven 1999–2007) samt sju titlar från nyutgåvan (utgiven 2019). Såväl teori som metod hämtas från retoriken generellt och den visuella retoriken specifikt. Genomförda analyser visar att argument som talar till mottagarens känslor, pathos-argument, är klart mest förekommande på omslagen. Åskådliggörande och händelserika illustrationer, betraktarperspektiv, färger och symboler utgör de primära visuella argumenten. Till viss del förekommer även argument som bygger på författarens och huvudkaraktärens person, ethos-argument. Den jämförande analysen visar att de första omslagen har ett mer direkt och lättolkat tilltal, som primärt riktar sig till en (yngre) förstagångsläsare. De nya omslagen har ett mer diskret, vuxnare tilltal med symboler som lättare avkodas av någon som redan känner till historien om Harry Potter. / The essay aims to analyse the arguments that appear on the book covers of the Swedish books on Harry Potter. By studying the visual arguments that appear on the cover of books, the purpose is to investigate how the covers argue and communicate via various visual elements such as colour, shape, illustrations, and symbols. Then, a comparative analysis is made between the covers on the first edition of the books and the new edition, which is presented 20 years later. The covers that are analysed thus consist of seven titles from the first Swedish edition (published 1999–2007) and seven titles from the new edition (published 2019). The theory and method of the essay are both derived from rhetoric in general and visual rhetoric specifically. The analysis conducted show that arguments that speak to the recipient's feelings, pathos arguments, are most common on the cover. Illustrative and dramatic illustrations, viewer perspective, colours, and symbols are the primary visual arguments. To some extent, there are also arguments based on the author and main character's person, ethos arguments. The comparative analysis shows that the first covers have a more direct and easily interpreted address, which is primarily aimed at a (younger) first-time reader. The new covers have a more discreet, adult appeal with symbols that are more easily decoded by someone who already knows the story of Harry Potter.

[pt] As obras dos dois artistas alemães Anselm Kiefer e Georg Baselitz e sua importância na retomada da arte germânica e européia no cenário da arte mundial são objetos de estudo deste trabalho. Ao reviverem suas próprias histórias de vida em sua prática artística, esses artistas transformam as reminiscências do passado em motivo (Leitmotiv) para a criação. Assimilando e explorando suas experiências vitais para transformá-las em matéria constituinte de suas poéticas, efetuam o resgate de um pathos tipicamente romântico. O olhar para a história comum, o nazismo, o comunismo, o período pós-guerra e a divisão da Alemanha e suas consequências pontuam suas obras. A semelhança estética entre suas poéticas faz-se presente em seu caráter monumental, no impulso pictórico, expressivo e brutal, bem como na qualidade gestual de suas obras. Também coincidem no regaste da figuração e de um simbolismo que alude a questões sociais, políticas e históricas, partindo de uma vivência pessoal. / [en] This paper studies the artistic creations of German painters Anselm Kiefer and Georg Baselitz and their importance in the retrieval of German and European art in the context of world art. Looking back at their own life stories and their artistic performance, these two painters made recollections of the past into the Leitmotif of creation. Assimilating and exploring their own vital experiences in order to turn them into the subject matter of their poetics, they effected the retrieval of a typically romantic pathos. A review of their common experiences with Nazism and Communism, the post-war period and the division of Germany and its consequences underscore their work. The aesthetical resemblance of their poetics also appear in the monumental character, the expressive and brutal painting impulse, as well as the spontaneous quality of their work. There also is a coincidence in the retrieval of figurative art and symbolism regarding social, political and historical questions, seen from a personal living perspective.

Denna uppsats handlar om en undersökning av Försvarsmaktens reklamkampanjer ‘’Välkommen till vår verklighet’’ och ‘’Just nu”, från år 2011 och 2020. Studiens två frågeställningar ligger som grund till vårt syfte att undersöka hur Försvarsmakten framställer sig i deras två centrala reklamkampanjer och vilka skillnader och likheter som framkommer mellan dessa årtal. Frågeställningarna har besvarats med hjälp av framtagna teoretiska ramverk och tidigare forskning. Undersökningen i dess helhet gjordes med en kvalitativ innehållsanalys och analysen genomfördes med en multimodal audiovisuell analys. Innan vi bestämde oss för att genomföra undersökningen med denna analysmodell tog vi fram andra modeller och jämförde dessa för att hitta den mest relevanta analysmodellen för studien. Resultatet visar att reklamfilmerna syftar till att uppmuntra individer att söka till Försvarsmakten och ge stöd till dess huvuduppdrag, att försvara Sveriges demokrati och medborgare. Studien visade att Försvarsmaktens reklam avser att skilja på verklighet och fiktion för att skapa en trovärdig bild som militär i Sverige. Studien visade också att militären lade stor vikt på filmens innehåll och visade upp militären som heroiska för att få stöd för sitt uppdrag. / This essay is about analyzing the Swedish Armed Forces' advertising campaigns "Welcome to our reality" and "Right now", from 2011 and 2020. The study's two main questions is to examine how the Armed Forces presents themselves in their two central advertising campaigns and what differences and similarities emerge between the advertising campaigns. The questions have been answered with the help of a theoretical framework and previous research. The research was conducted with a qualitative content analysis and the analysis was conducted with a multimodal audiovisual analysis. Before we decided to conduct the study with this analysis model, we studied other models and compared them to find the most relevant analysis model for our study. The results show that the commercials are intended to encourage individuals to apply for the Swedish Armed Forces and give support to there main mission, to defend Swedens democracy and citizens. The study showed that the Armed Forces commercial intend to distinguish between reality and fiction to give a proper sense of what to except when working within the military of Sweden. The study also showed that military put a strong empahasis in the content of the film, showcasing the heroics of the military to get support for there mission.

Scholarly analysis of rhetorical speeches over the last century has been concentrated on the “traditional” ways of approaching this kind of texts, without paying much attention to their theatrical nature. The old critical analysis paid attention primarily (if not exclusively) to textual issues such as the recognition of grammatical points and the use of such texts as sources of information about historical and legal issues. The interest of scholars focuses, recently, on the study of rhetorical speeches as performances. Although some critical approaches of Demosthenes’ On the Crown appeared over the last few years, there is no systematic argument about the theatrical features of this masterpiece. By reading On the Crown, I emphasize the connection between law and theater and I suggest that rhetoric has its own “performativity”. The speech is a judicial performance: the speaker is like an actor, the court rostrum is like a theatrical scene and the audience that will vote for Demosthenes consists of the same people who take part in a theatrical performance, praising or booing the actors. The comic and tragic language and imagery, the use of emotional appeals (pathos) that is associated with the construction of characters (ēthopoiia), and finally, delivery (hypocrisis) are important theatrical devices, which Demosthenes uses in the speech. This report has a twofold structure: first, it offers a brief theoretical survey of the above-mentioned theatrical devices. Second, it provides a text-based analysis of the theatrical features of On the Crown, discussing how Demosthenes by using theatrical techniques in his speech succeeds in persuading the audience of the Crown trial and gaining an overwhelming victory over Aeschines. / text

This study is an attempt to investigate communicative and effective preaching. It suggests some guidelines for the praxis of communicative preaching for contemporary preachers in the light of Hebrews. Hebrews was written in an elevated rhetorical style and contains one of the longest sustained lines of argumentation in the New Testament. The research is expanded in order to arrive at the answers to the question: • How can a preacher effectively communicate his/her message to his/her audience in their situation in the light of Hebrews? In order to reach this aim, Hebrews and the rhetorical strategies used in this book are investigated to disclose basis-theoretical principles for communicative preaching. Communication principles are investigated in order to extract meta-theoretical principles that can be utilised in communicative preaching. In addition, three published sermons are analysed in order to evaluate the results of this study. After having scrutinised these elements, a final conclusion is deduced. Basis-theoretically, the research reveals the following guidelines: • Communicative preaching should provide the opportunity for hearers to listen to the real speakers, God the Father, Jesus Christ, and the Holy Spirit, from the Scripture itself. • A preacher should have the ability to interpret and apply the Biblical texts in relation to people's situation and must testify his/her faith in Jesus Christ in his/her daily life. • A preacher should have the specific goal of his/her preaching in mind and use a literary style that is suitable for the level of his/her hearers' understanding. • A preacher must keep in touch with his/her hearers in their real-life situation in order to recognise their real problems and try to solve these in the course of preaching. • A sermon should be well structured by means of logical development. • A sermon should contain a transition or transitions that are created by digressions between two movements of sermon units in order to keep the hearers' attention. • A sermon should persuade the hearers not only by means of logos but also through the example of the preacher's own good character. • A sermon should employ the interplay of positive and negative feelings in order to establish emotional dynamics in the process of preaching. Meta-theoretically, the processes, forms of communication, and the principles of public speaking are investigated in order to understand the principles of communication. This research finds the following guidelines: • Communication is a transactional process in which source and receiver play interchangeable roles throughout the act of communication. • To communicate effectively, a sender has to understand his/her audience and adjust his/her message to the audience because public speaking is an audience-centred process. • A speaker's speech should suit his/her goal. Guidelines that were obtained as a result of the research include the following: • A preacher has to analyse both the Biblical text and his audience. • A preacher has to apply the goal and the theme of the text in relation to his/her audience's situation. • A preacher has to logically organise his/her sermon in order to win his/her audience's attention through the principles of effective communication. • A preacher should persuade his/her listeners not only by means of the logical development of the sermon, but also through the example of his/her own good character. • A preacher should employ emotional appeal to have an impact on his/her listeners. / Thesis (Ph.D. (Homiletics))--North-West University, Potchefstroom Campus, 2007.

Dentre os postulados metodológicos da teoria semiótica, os pontos de discussão que se apresentam como fundamentais nesta pesquisa são aqueles ligados às questões de leitura e interpretação de textos. A fim de estudar tais concepções baseadas no construto teóricometodológico da semiótica, temos como ponto de partida um corpus constituído de duas totalidades textuais. A primeira, composta de quatro contos literários do escritor norte-americano O. Henry e a segunda, formada por vinte e cinco textos interpretativos de alunos de uma classe da 3ª. série do ensino médio. Tais produções escolares foram elaboradas a partir do conto O presente dos magos, considerado uma unidade que participa da totalidade literária em questão. Ao colocar em cotejo essas duas totalidades, averiguamos, no movimento de leitura e interpretação, como a interioridade - as estruturas dos textos interpretativos - foi concebida em função de uma outra interioridade - as estruturas do conto literário, já que a produção interpretativa é sustentada no texto que lhe deu origem. Do discurso literário, portanto, depreendemos dos contos de O. Henry as recorrências de um modo de dizer, a partir do que é dito. Essa análise nos permitiu verificar a imagem de um enunciatário cooperativo, com a competência para saber ler implícitos, um enunciatário (páthos) cético que incorpora o éthos cético do enunciador dos contos. Da totalidade escolar, por sua vez, reconstruímos, por meio de um exame da recorrência do fazer interpretativo dos alunos, uma imagem (éthos) de leitor e intérprete escolar erigida dos próprios textos dos sujeitos leitores. Revela-se, pelo movimento analítico empreendido nas duas totalidades textuais, em última instância, um éthos escolar responsivo, que dialoga com a imagem do leitor (páthos) inscrito no texto literário. Nessa esteira, encaminhamo-nos em busca das relações que o éthos do leitor escolar entretêm com o páthos inscrito no texto-base para leitura. / Among the methodological concepts from semiotics, the discussion points considered as fundamental in this research are those related to the reading and interpretation process. To study these concepts based on the theoretical and methodological paradigm of semiotics, we have as a starting-point a corpus formed by two textual totalities: one, composed by four literary short stories by O. Henry and the other, formed by twenty-five interpretative texts written by students of the 3rd high school grade of a public school. The students\' texts were created from The Gift of the Magi short story, considered as a unit that participates of the literary totality. Relating and comparing these two totalities, we could verify as the interiority of the school texts were founded because of the structures of the literary short story, since the interpretative production is supported by the text that gave origin to it. From the literary discourse, we could deduce from O. Henry\'s short stories the recurrences of a way of saying from what is said. This analysis permitted us to verify the image of a cooperative enunciatee with the competence to know how to read implicits, a skeptical enunciatee (pathos) that incorporates the enunciator\'s skeptical ethos instituted in the short stories. From the school totality, we reconstructed a school reader\'s image (ethos) erected from the students\' texts by the exam of the interpretative doing recurrences. It was revealed, at last, by the analytical movement executed in the two totalities, a responsive school ethos that dialogues with the reader\'s image (pathos) established by the literary text. Thus, we are conducted to observe the relations that the school reader\'s ethos maintain with the pathos instituted in the short story by O. Henry.

Dentre os postulados metodológicos da teoria semiótica, os pontos de discussão que se apresentam como fundamentais nesta pesquisa são aqueles ligados às questões de leitura e interpretação de textos. A fim de estudar tais concepções baseadas no construto teóricometodológico da semiótica, temos como ponto de partida um corpus constituído de duas totalidades textuais. A primeira, composta de quatro contos literários do escritor norte-americano O. Henry e a segunda, formada por vinte e cinco textos interpretativos de alunos de uma classe da 3ª. série do ensino médio. Tais produções escolares foram elaboradas a partir do conto O presente dos magos, considerado uma unidade que participa da totalidade literária em questão. Ao colocar em cotejo essas duas totalidades, averiguamos, no movimento de leitura e interpretação, como a interioridade - as estruturas dos textos interpretativos - foi concebida em função de uma outra interioridade - as estruturas do conto literário, já que a produção interpretativa é sustentada no texto que lhe deu origem. Do discurso literário, portanto, depreendemos dos contos de O. Henry as recorrências de um modo de dizer, a partir do que é dito. Essa análise nos permitiu verificar a imagem de um enunciatário cooperativo, com a competência para saber ler implícitos, um enunciatário (páthos) cético que incorpora o éthos cético do enunciador dos contos. Da totalidade escolar, por sua vez, reconstruímos, por meio de um exame da recorrência do fazer interpretativo dos alunos, uma imagem (éthos) de leitor e intérprete escolar erigida dos próprios textos dos sujeitos leitores. Revela-se, pelo movimento analítico empreendido nas duas totalidades textuais, em última instância, um éthos escolar responsivo, que dialoga com a imagem do leitor (páthos) inscrito no texto literário. Nessa esteira, encaminhamo-nos em busca das relações que o éthos do leitor escolar entretêm com o páthos inscrito no texto-base para leitura. / Among the methodological concepts from semiotics, the discussion points considered as fundamental in this research are those related to the reading and interpretation process. To study these concepts based on the theoretical and methodological paradigm of semiotics, we have as a starting-point a corpus formed by two textual totalities: one, composed by four literary short stories by O. Henry and the other, formed by twenty-five interpretative texts written by students of the 3rd high school grade of a public school. The students\' texts were created from The Gift of the Magi short story, considered as a unit that participates of the literary totality. Relating and comparing these two totalities, we could verify as the interiority of the school texts were founded because of the structures of the literary short story, since the interpretative production is supported by the text that gave origin to it. From the literary discourse, we could deduce from O. Henry\'s short stories the recurrences of a way of saying from what is said. This analysis permitted us to verify the image of a cooperative enunciatee with the competence to know how to read implicits, a skeptical enunciatee (pathos) that incorporates the enunciator\'s skeptical ethos instituted in the short stories. From the school totality, we reconstructed a school reader\'s image (ethos) erected from the students\' texts by the exam of the interpretative doing recurrences. It was revealed, at last, by the analytical movement executed in the two totalities, a responsive school ethos that dialogues with the reader\'s image (pathos) established by the literary text. Thus, we are conducted to observe the relations that the school reader\'s ethos maintain with the pathos instituted in the short story by O. Henry.

Political communication plays a crucial role in politics. It justifies, it critizices, it promises and it explains. All those activities have one in common - they try to persuade. Politicians want to persuade us that their claims are truthful and morally right. At that, they can choose from a wide variety of means - from argumentation to manipulation. On the receiving end of the communication, there is a voter who can also choose from a wide variety of ways in which it is possible to accept those claims. Lest the democracy should fail, it is advisable to pay attention to those options.

Quand il sagit de donner des opinions ou de reporter des faits sur lenseignement de la langue portugaise, la presse consulte rarement les professeurs de lécole primaire. Elle recueille, en revanche, les opinions de professeurs d\'université, de membres de lAssociation Brésilienne de Lettres, d\'avocats, d\'économistes, d\'écrivains... autant de sources qui, quand elles parlent de la langue à lécole, produisent des images sur qui est, ou que devrait être, le professeur qui se charge de lenseigner. Dans ce travail, nous avons étudié les images du professeur de la langue portugaise telles qu\'elles apparaissent dans deux journaux, reconnus comme sérieux, de la ville de São Paulo, le Folha de S. Paulo et O Estado de S. Paulo. Dautre part, nous avons analysé des textes publiés par des professeurs sur Internet, pour observer comment ils répondent à l\'imaginaire déterminé par ces journaux. Le corpus est constitué à partir dun fait-échantillon: le non-événement à haut retentissement produit par les médias, en mai 2011, à propos de la distribution, par le Ministère de lÉducation, du livre didactique Pour une vie meilleure (Por uma vida melhor, AÇÃO EDUCATIVA, 2011). Vu la complexité du corpus, composé par une grande variété de sources, et de la sélection de différents objets danalyse qui y est faite, nous avons dû nous appuyer sur plusieurs théories du champ des sciences du langage. Pour observer la polémique entre les moyens de communication et ceux qui étudient la langue, nous avons fait appel à des catégories danalyse proposées par Maingueneau (2008b), comme la sémantique globale, l\'interincompréhension, le simulacre et l\'aphorisation. Pour observer les différents aspects des dispositifs dénonciation et de veridiction du discours journalistique, nous avons eu recours aux conceptions de Benveniste (2005), Greimas (1983), et Ducrot (1987). Pour ce qui est de limage discursive des co-énonçants, nous avons eu recours aux notions dethos et de pathos, dont la formalisation remonte à Aristote (1998). Nous avons pu observer que, dans les textes prenant position produits à propos de lépisode mentionné, circulent des discours idéologiques provenant de différentes sphères: la biologie, le droit, léconomie, la politique. En usant dexpédients dénonciation qui réifient lopinion, les textes informatifs sapproprient de façon différente ces discours, en même temps quils réactualisent et maintiennent en circulation ceux dont la conception de la langue et de lenseignement correspond à laxiologie des journaux, basée sur les valeurs de lautoritarisme. Les professeurs portés par des conceptions de langage non normatives, qui défendent un enseignement pluriel, sont décrits comme des barbares, des paresseux, des assassins de la langue. Ces derniers, lorsqu\'ils entrent dans le débat, doivent composer leur ethos de façon à éloigner cet imaginaire dysphorique produit dans les journaux et, en ce sens, ils cherchent à démontrer leur savoir quant à lobjet denseignement et leur engagement politique au travers de lenseignement. / Quando se trata de opinar ou reportar os fatos a respeito do ensino de português, a imprensa raramente consulta os professores da educação básica. Consigna, entretanto, pareceres e comentários de pesquisadores universitários, acadêmicos da ABL, advogados, economistas, escritores... fontes que, ao falar sobre a língua na escola, produzem imagens sobre quem é, ou deveria ser, o professor que se incumbe de ensiná-la. Nesta pesquisa, investigamos as imagens do professor de língua portuguesa que circulam em dois órgãos da imprensa paulistana dita séria, a Folha de S. Paulo e O Estado de S. Paulo. Em contrapartida, analisamos textos publicados por professores na internet, para observar como respondem ao imaginário configurado nos jornais. O corpus constitui-se a partir de um evento-amostra: o factoide criado pela mídia, em maio de 2011, a propósito da distribuição, pelo MEC, do livro didático Por uma vida melhor (AÇÃO EDUCATIVA, 2011). Em vista da complexidade do corpus, composto de uma pletora de gêneros, e da seleção de diferentes objetos de análise em seu interior, tivemos de nos apoiar em mais de uma teoria no campo das ciências da linguagem. Para observar a polêmica que se trava entre a mídia e os estudiosos da língua, empregamos categorias de análise propostas por Maingueneau (2008b), semântica global, interincompreeensão, simulacro, aforização etc. Para observar diferentes aspectos dos dispositivos de enunciação e veridicção do discurso jornalístico, recorremos a construtos de Benveniste (2005), Greimas (1983), e Ducrot (1987). Para a imagem discursiva dos coenunciadores, às noções de ethos e pathos, cuja formalização remonta a Aristóteles (1998). Pudemos observar que, nos textos opinativos a propósito de tal episódio, circulam discursos ideológicos provenientes de esferas diversas, a biologia, o direito, a economia, a política, produzindo sentidos sobre a língua e o ensino de língua. Por meio de expedientes enunciativos que reificam a opinião, os textos informativos apropriam-se diferencialmente desses discursos, atualizando e mantendo em circulação aqueles cuja concepção de língua e de ensino de língua convém à axiologia dos jornais, sustentada nos valores do autoritarismo. Professores informados por concepções de linguagem não normativas, que defendem o ensino plural, são retratados como bárbaros, preguiçosos, assassinos da língua. Estes, ao adentrar o debate, têm de compor o ethos de modo a afastar esse imaginário disfórico produzido nos jornais e, com essa finalidade, procuram demonstrar seu saber sobre o objeto de ensino e seu compromisso político com a docência.

Made available in DSpace on 2016-04-27T17:26:51Z (GMT). No. of bitstreams: 1 Marcos da Silva e Silva.pdf: 710909 bytes, checksum: 92ca90ea9142bcb4e247d2806a4d2ffe (MD5) Previous issue date: 2010-05-17 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / La dissertation a par Sujet le concept de Pathos dans la philosophie de Kierkegaard. Nous rejaillirons l'importance de la passion (pathos) par l'Absolu rapportée à la souffrance (pathos) dans les différentes manières d'existence esthétique morale et religieuses. La souffrance, vive dans profondeur est comprise par le Danois mange de la condition nécessaire pour que l'homme se devienne une Personne et puisse, ainsi, se rapporter au «Entièrement D'autre / A dissertação tem por tema o conceito de Pathos na filosofia de Kierkegaard. Ressalta a importância da paixão (pathos) pelo Absoluto relacionado ao sofrimento (pathos) nos diferentes modos de existência: estético, ético e religioso. O sofrimento, vivido em profundidade, é entendido pelo dinamarquês como condição necessária para que o homem se torne um indivíduo e possa, assim, relacionar-se ao Inteiramente Outro