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Previous issue date: 2013-03-05 / This thesis aims at understanding the role of the vernacular aesthetics as a rhetorical element in advertising messages. We have proposed a reflection on what we has been called 'vernacular', which is characterized as an aesthetical dimension of contemporary culture. In Chapter I, we have both gathered information that contribute to the presentation of the concept of 'vernacular', and presented the contexts and conditions that have given way to its production in graphical communication, based on what has been noticed in graphical pieces, brands, typography, advertisements and visual arts. In Chapter II, we have problematized rhetoric in the field of visual communication in order to find out the persuasive aspects of visual language in advertising. In Chapter III, we have analyzed three advertisements with the aim of determining the type of communicative function of the vernacular in advertising messages, and rhetorical-visual arguments between the different message agents. The appropriations of the vernacular in visual communication have been inserted into the culture of reproduction and copy, and they are related both to the simulacrum that characterizes our time, and to the indexation of forms that have been despised or that are allegedly na?ve. We have concluded that the vernacular aesthetics, as visual rhetoric of graphical advertising, is a metaphor of authenticity . This occurs when images, letterings, writings constructed with improbable materials, and native graphical expressions, among others, end up fostering a kind of economy of arguments, since the symbolisms presented by the referents say more and convince better than the conventional iconograms used in advertising communication. / Esta tese objetiva compreender o papel da est?tica vernacular como elemento ret?rico nas mensagens publicit?rias. Prop?e-se uma reflex?o sobre o que chamamos aqui de vernacular, caracterizado como uma dimens?o est?tica da cultura contempor?nea. No Cap?tulo I, reunimos informa??es que colaboram para a apresenta??o do conceito "vernacular" e apresentamos os contextos e as condi??es que deram lugar ? sua produ??o na comunica??o gr?fica, com base no que vem sendo observado em pe?as gr?ficas, marcas, tipografia, an?ncios publicit?rios e nas artes visuais. O Cap?tulo II problematiza a ret?rica no campo da comunica??o visual para chegar aos aspectos persuasivos da linguagem visual em an?ncios publicit?rios. No Cap?tulo III, analisamos tr?s an?ncios, a fim de estabelecer o tipo de fun??o comunicativa do vernacular nas mensagens publicit?rias e os argumentos ret?rico-visuais entre os diferentes agentes das mensagens. As apropria??es do vernacular na comunica??o visual inserem-se na cultura da reprodu??o, da c?pia, e dizem respeito tanto ao simulacro que caracteriza nossos tempos, quanto ? indexa??o de formas desprezadas ou supostamente ing?nuas. Conclu?mos que a est?tica vernacular como ret?rica visual da publicidade gr?fica vem a ser uma met?fora da autenticidade". Tal ocorre quando imagens, letreiramentos, escritas constru?das com materiais improv?veis e express?es gr?ficas nativas, entre outras, acabam promovendo um tipo de economia de argumentos, j? que os simbolismos apresentados pelos referentes dizem melhor e convencem com mais qualidade do que os iconogramas convencionais da comunica??o publicit?ria.
| Identifer | oai:union.ndltd.org:IBICT/oai:tede2.pucrs.br:tede/4522 |
| Date | 05 March 2013 |
| Creators | Dones, Vera L?cia |
| Contributors | R?diger, Francisco Ricardo |
| Publisher | Pontif?cia Universidade Cat?lica do Rio Grande do Sul, Programa de P?s-Gradua??o em Comunica??o Social, PUCRS, BR, Faculdade de Comunica??o Social |
| Source Sets | IBICT Brazilian ETDs |
| Language | Portuguese |
| Detected Language | English |
| Type | info:eu-repo/semantics/publishedVersion, info:eu-repo/semantics/doctoralThesis |
| Format | application/pdf |
| Source | reponame:Biblioteca Digital de Teses e Dissertações da PUC_RS, instname:Pontifícia Universidade Católica do Rio Grande do Sul, instacron:PUC_RS |
| Rights | info:eu-repo/semantics/openAccess |
| Relation | -1227240851921518482, 500, 600, 7651647212179642901 |
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