Sensitive strategies: borders between photojournalism and advertising

Abstract

This paper aims to address some of the strategies of persuasion of advertising speech. From the perspective of its relation with journalism, especially photojournalism, advertising tries to establish itself on strategies of makingreal and of supposed evidence of the product´s qualities, which Floch calls as advertising reference. Such strategies are based on figurative and plastic devices, in order to "feel" the speeches more than understanding them rationally, with the objective of creating a communicative effectiveness on the target audience. Starting from this point and based on Muniz Sodré´s, this text discusses sensitive strategies of speeches in advertising discourse, focusing in the examination of the articulations of the text and the image present in various examples of advertising selected for the formation of corpus.