A Retórica de Aristóteles e Perelman na propaganda eleitoral negativa

uma proposta de metodologia para classificação de técnicas argumentativas

Abstract

The present work proposes to create a methodology for categorizing arguments for the classification of negative electoral advertising, based on the argumentative techniques presented by Chaïm Perelman and Lucie Olbrechts-Tyteca in the work Treaty of Argumentation: the New Rhetoric. For that, we started from Aristotle's classic concepts of Rhetoric and Persuasion, and from studies on Negative Electoral Advertising or Disqualification to make a bridge with the work that deals with New Rhetoric. In this way, we arrive at the classification of ten argumentative techniques: Argument from authority; Comparation; Division of the whole into parts; Example; Group and its members; Inclusion of the part in the whole; Justice; Person and his acts; Probability and the Ridiculous based argument. These techniques were analyzed and adapted to the analysis of electoral advertising in order to collaborate and deepen the studies in electoral communication and later apply them to the attempts to disqualify candidates from their opponents in electoral advertising, among them at Free Political Advertising Time.