Argumentação retórica: ferramenta importante para o marketing

Abstract

This thesis presents a reflection on the Theory of Argumentation developed by Chaim Perelman and Olbrechts-Tyteca. With this in view, this work was developed in two stages: study of the production conditions and the meanings that engender the marketing discourse, and identification of the persuasive elements used as tools for statements having persuasion as their purpose. The corpus is presented asillustration only. The main purpose of this research was to discuss the assumptions of this Theory of Argumentation in sales interaction situations. In order to determine the origin of this theory, and, consequently, its importance to marketing, we have carried out a brief historical survey beginning with the assumptions of Aristotles'rhetoric and continuing up to the formulation of the Theory of Argumentation, not forgetting to identify the factors that influenced Perelman's theory. We have selected some concepts from the fields of Linguistics and Discourse Analysis as objects of study, which allowed us to realize how such concepts as enunciation and assumption are used in argumentation when the intention is to offer tools to a scientific field notseen under the perspective of evidence, but rather in the perspective of its insertion into an argumentative process involving speaker and audience by means of a discourse that has the property of turning products into needs. Such products are classified with various signs in order to capture the imagination and seduce potential clients. Thus, we illustratively point out argumentative resources underlying the corpus of interactive sales, showing how the meaningful elements that constitute it should serve to prove the relevance of the adequate choice of arguments, as well asof using the Theory of Argumentation defended by Chaim Perelman & Olbrechts-Tyteca in order to achieve persuasion.