ARGUMENTUM AD ANTIQUINOVITATEM AS STRATEGY OF NOSTALGIC PERSUASION IN ADVERTISING DISCOURSE

Abstract

Advertising discourse is one of the main manifestations of language nowadays. My main goal with this article is to demonstrate how advertising uses persuasion strategies to promote products and institutions, mobilizing memory and nostalgia. Methodologically, I carry out a discursive analysis of institutional advertising videos from the educational and automotive fields. I analyze three videos available on YouTube platform. Based on the analysis, I assert that advertising discourse constructs a process that I call nostalgic persuasion, through rhetorical strategies, mixing words and images, connecting the new in coexistence with the past. The main rhetorical-textual strategy used in this process is the argumentum ad antiquinovitatem.

Keywords:
Advertising Discourse; Persuasion; Memory; Nostalgia