Detalhes bibliográficos
| Ano de defesa: |
2012 |
| Autor(a) principal: |
Scheneider, Altair Achetta |
| Orientador(a): |
Gonçalves, Elizabeth Moraes
 |
| Banca de defesa: |
Cunha, Magali do Nascimento
,
Casaqui, Vander |
| Tipo de documento: |
Dissertação
|
| Tipo de acesso: |
Acesso aberto |
| Idioma: |
por |
| Instituição de defesa: |
Universidade Metodista de São Paulo
|
| Programa de Pós-Graduação: |
PÓS GRADUAÇÃO EM COMUNICAÇÃO
|
| Departamento: |
Processo Comunicacionais
|
| País: |
BR
|
| Palavras-chave em Português: |
|
| Palavras-chave em Inglês: |
|
| Área do conhecimento CNPq: |
|
| Link de acesso: |
http://tede.metodista.br/jspui/handle/tede/635
|
Resumo: |
Functional products are part of our everyday life, characterized more and more by health and welfare improvement. The research aims at analyzing, by means of the qualitative approach, the advertisement of functional products and food that use scientific expressions or concepts as persuasive elements, considering the status and credibility that science has in our society. The corpus is composed by commercials of two products (margarine and yogurt) which use that device in your communication. The research seeks to analyze the current bibliography on functional food, contemporaneity, culture, social groups, advertisement, speech analysis and rhetoric; however, it is centered in analyzing the organization of the message, especially regarding rhetorical argumentation and speech, entailing a critical view of the disguised persuasion on argumentation concerning beauty and health. It is expected with the work understand the process of rhetorical construction of argument for persuasion, about functional foods, which use in their communication scientific expressions relating to the principles of functionality of these products, among other characteristics of specialized discourse. |
