Repository logo
 
Publication

Navigating the blue: storytelling, poetics, and rhetoric in oceanic advertising

2025-06-04Research article Open access
Simple item page
datacite.subject.fosCiências Sociais::Ciências da Comunicação
datacite.subject.sdg04:Educação de Qualidade
dc.contributor.authorSousa, Vanda de
dc.contributor.authorVerissimo, Jorge
dc.date.accessioned2025-06-16T12:50:01Z
dc.date.available2025-06-16T12:50:01Z
dc.date.issued2025-06-04
dc.description.abstractThis paper explores the application of poetic rhetoric in sustainable tourism advertising and its profound impact on shaping perceptions and behaviors towards sustainability. By integrating classical rhetorical techniques with modern storytelling methods, advertisements can effectively promote ethical and sustainable practices. The advertisement “It’s not tourism. It’s futourism.” employs poetic and rhetorical elements to create a narrative that is visually striking and emotionally resonant. Ethos is established through connections with cultural traditions and images, pathos appeals to feelings of hope and responsibility, and logos presents rational arguments for adopting futurism as a new sustainable approach. The discussion includes references to Jacques Cousteau’s visual narratives and Henry David Thoreau’s philosophical perspectives, enriching the approach to environmental communication. Cousteau’s films, such as “The Silent World” (1956) and “The Undersea World of Jacques Cousteau” (1968-1976), use storytelling to evoke a sense of wonder and responsibility towards marine life. Thoreau’s “Walden” (1854) emphasizes introspection and a deep connection with nature, advocating for a more conscious and sustainable way of life. Furthermore, the analysis of digital narrative in advertisements, particularly in the context of the Atlantic Ocean, underscores the importance of protecting marine resources for local and global economies. The narrative approach in advertising not only attracts tourists but also educates them about the significance of ocean conservation, ensuring a sustainable future for all. The interdisciplinary approach combining literary theory, rhetoric, and advertising provides a comprehensive perspective on crafting effective narratives for environmental communication. As digital platforms continue to evolve, the integration of storytelling techniques in advertising will play a crucial role in advancing environmental communication and promoting a sustainable future.eng
dc.identifier.citationSousa, V., & Veríssimo, J. (2025). Navigating the blue: Storytelling, poetics, and rhetoric in oceanic advertising. Journal of Entrepreneurial Researchers, 3(1). DOI: 10.29073/jer.v3i1.42
dc.identifier.doi10.29073/jer.v3i1.42
dc.identifier.eissn2975-9412
dc.identifier.urihttp://hdl.handle.net/10400.21/21926
dc.language.isoeng
dc.peerreviewedyes
dc.publisherPonteditora
dc.relation.hasversionhttps://jerhub.org/index.php/jer/article/view/42/33
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subjectEnvironmental communicationeng
dc.subjectEthical alterityeng
dc.subjectOcean conservationeng
dc.subjectPoetic and rhetoriceng
dc.subjectStorytellingeng
dc.titleNavigating the blue: storytelling, poetics, and rhetoric in oceanic advertisingeng
dc.typeresearch article
dspace.entity.typePublication
oaire.citation.issue1
oaire.citation.titleJournal of Entrepreneurial Researchers (JER)
oaire.citation.volume3
oaire.versionhttp://purl.org/coar/version/c_970fb48d4fbd8a85
person.familyNameVerissimo
person.givenNameJorge
person.identifier.orcid0000-0001-8045-4114
relation.isAuthorOfPublication51cef9af-7b23-4dfc-8fb9-a8ea352f7d40
relation.isAuthorOfPublication.latestForDiscovery51cef9af-7b23-4dfc-8fb9-a8ea352f7d40

Files

Original bundle
Now showing 1 - 1 of 1
Thumbnail Image
Name:
Navigating the blue storytelling, poetics, and rhetoric in oceanic advertising.pdf
Size:
343.13 KB
Format:
Adobe Portable Document Format
Download
License bundle
Now showing 1 - 1 of 1
No Thumbnail Available
Name:
license.txt
Size:
4.03 KB
Format:
Item-specific license agreed upon to submission
Description:
Download

Collections

ESCS - Artigos