The language of advertising: a comparative study between the Brazilian and Canadian advertising

The aim of this paper is discuss about the nature of advertising and how language is incorporated into this context. For the performed analysis it was used specially the text of Melillo (2001). The author critically examine the Canadian advertising language. To understand the author positioning, it is necessary to place the author inside her political and linguistic context, that is, inside the Canadian political and cultural environment. Therefore, we will place the author into a particular political and cultural framework, after that we will show her ideas about advertising and then shift these ideas to the Brazilian advertising reality. This shift is interesting because it will give us the chance of thinking about the advertising nature and goals, and watch more carefully our own Brazilian publicity. This study will also be based on Carvalho (2003) which follows the Analysis of Discourse. It is noteworthy that although the ideas of Melillo (2001) are directed to the Canadian advertising environment, we defend through this research that the advertising in general has one main and central goal: the conviction of the audience, regardless nationality.