A Sedução do Storytelling: Retórica e Poética ou a Magia na Publicidade

Abstract

We address the intersection of rhetoric and poetics in contemporary advertising, considering its relevance as a tool for promoting ethical and sustainable behavior. This study stems from the teaching of the course unit (C.U.) Narratives & Storytelling in the master’s program in Advertising and Marketing at E.S.C..S – I.P.L. Consequently, a critical applied analysis of the students' work will be conducted. We will highlight the social impact and effectiveness of this strategy in promoting ethically conscious advertising narratives in the age of (mis)information, emphasizing the need to rethink social practices and impacts, thereby demonstrating that the C.U. equips students for this purpose. Through the study of classical rhetoric, storytelling, and crossmedia strategies, students are prepared to apply Aristotelian poetic principles in the creation of captivating narratives and are made aware of the importance of storytelling in engaging audiences. Hence, we underscore the relevance of the discipline and issue a call for the adoption of the concept of Ethics as foundational to being in the world, in alignment with the Sustainable Development Goals (S.D.G.s) of the United Nations' 2030 agenda