O conto infantil no anúncio publicitário em Portugal: Estratégias linguísticas e pictóricas

Abstract

The ultimate aim of advertising is to convince the target audience to purchase goods or services. In order to make the message more appealing and easily recalled by the consumer, all rhetorical strategies are, therefore, used. One of the most interesting is the presence of intertextual links to familiar texts such as children’s short stories. For this search, I selected a corpus of 30 advertisements published in Portugal containing either text or image extracted from well -known fairy tales. The pictorial and linguistic strategies used in this fusion between conceptual domains were studied and exemplified.