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Authors
Advisor(s)
Abstract(s)
Partindo da constatação de que o storytelling adquiriu uma nova centralidade nas estra tégias publicitárias, cujo sucesso pode ser explicado pela crescente importância da comunica ção de marca em detrimento da publicidade unidirecional do produto (Baynast & Lendrevie,
2014; Baynast et al., 2018; Kotler & Keller, 2015; Rossiter et al., 2018); pelo efeito da evolução
tecnológica que permitiu que os vídeos publicitários deixassem a exclusividade da televisão e
passassem a estar disponíveis nos canais de vídeo da internet, como o YouTube (Cardoso et al.,
2017; Laurence, 2018; Zamudio, 2016); e por vivermos numa sociedade hedónica que privilegia
as emoções e as gratificações sensoriais e que, simultaneamente, elege o cidadão comum como
protagonista (Escalada, 2016; Laurence, 2018; Rossiter et al. 2018), este texto pretende eviden ciar que a riqueza comunicacional do storytelling em publicidade tem na retórica clássica alguns
dos vieses científicos em que assenta, nomeadamente: (a) na verossimilhança da história, que
surge por estar sustentada numa narrativa do quotidiano, com conteúdos de “valor humano”
e com o recurso a “pessoas” reais (Ballester & Sabiote, 2016; Escalada, 2016; Laurence, 2018;
Panarese & Villegas, 2018); (b) na evidência do pathos, que advém, principalmente das emo ções que a história gera nas audiências (Ballester & Sabiote, 2016; Laurence, 2018; Panarese &
Villegas, 2018; Salmon, 2016); (c) na relevância do ethos, que surge da confiabilidade do autor/
credibilidade da marca (Laurence, 2018; Panarese & Villegas, 2018).
Abstract Based on the observation that storytelling has acquired a new centrality in the advertising strategies, which success can be explained by the growing importance on the brand communi cation in prejudice of the product’s unidirectional advertisement (Baynast & Lendrevie, 2014; Baynast et al., 2018; Kotler & Keller, 2015; Rossiter et al. 2018); by the effect of the technological evolution, which allowed that the advertisement videos stop having the television exclusivity and started to be available in internet video channels, such as YouTube (Cardoso et al., 2017; Laurence, 2018; Zamudio, 2016); and for living in a hedonic society, which privileges the emo tions and sensory gratifications, and, simultaneous, elect the ordinary citizen as leading figure (Escalada, 2016; Laurence, 2018; Rossiteret al., 2018); this text pretends to point the communica tional wealth of storytelling in advertising, that has in the classical rhetoric some of the scientific bias on which it is based, can be established via: (a) the history verisimilitude, that comes for be ing sustained in the quotidian narrative, with content of “human value” and with resource to real “people” (Ballester & Sabiote, 2016; Escalada, 2016; Laurence, 2018; Panarese & Villegas, 2018);(b) evidence of the pathos, which comes mainly from the emotions that the history generates in the audience (Ballester & Sabiote, 2016; Laurence, 2018; Panarese & Villegas, 2018; Salmon, 2016); (c) the relevance of the ethos, which comes from the reliability of the author/credibility of the brand (Laurence, 2018; Panarese & Villegas, 2018).
Abstract Based on the observation that storytelling has acquired a new centrality in the advertising strategies, which success can be explained by the growing importance on the brand communi cation in prejudice of the product’s unidirectional advertisement (Baynast & Lendrevie, 2014; Baynast et al., 2018; Kotler & Keller, 2015; Rossiter et al. 2018); by the effect of the technological evolution, which allowed that the advertisement videos stop having the television exclusivity and started to be available in internet video channels, such as YouTube (Cardoso et al., 2017; Laurence, 2018; Zamudio, 2016); and for living in a hedonic society, which privileges the emo tions and sensory gratifications, and, simultaneous, elect the ordinary citizen as leading figure (Escalada, 2016; Laurence, 2018; Rossiteret al., 2018); this text pretends to point the communica tional wealth of storytelling in advertising, that has in the classical rhetoric some of the scientific bias on which it is based, can be established via: (a) the history verisimilitude, that comes for be ing sustained in the quotidian narrative, with content of “human value” and with resource to real “people” (Ballester & Sabiote, 2016; Escalada, 2016; Laurence, 2018; Panarese & Villegas, 2018);(b) evidence of the pathos, which comes mainly from the emotions that the history generates in the audience (Ballester & Sabiote, 2016; Laurence, 2018; Panarese & Villegas, 2018; Salmon, 2016); (c) the relevance of the ethos, which comes from the reliability of the author/credibility of the brand (Laurence, 2018; Panarese & Villegas, 2018).
Description
Keywords
Comunicação Publicidade Retórica Storytelling Communication Advertising Rhetoric
Citation
Veríssimo, J. (2021). Retórica clássica e storytelling na práxis publicitária. Comunicação e Sociedade, 40, 207-223. https://doi.org/10.17231/comsoc.40(2021).3514
Publisher
Estudos de Comunicação e Sociedade do Instituto de Ciências Sociais da Universidade do Minho