2013-10-102013-10-102010-07-30SANTOS, G. F. C. dos; SANTEE, N. R. A linguagem retórica da propaganda: uma análise comparativa. Comunicação & Informação, Goiânia, GO, v. 13, n. 1, p.10-24, jan./jul. 2010. Disponível em: <http://www.revistas.ufg.br/index.php/ci/article/view/19283>.1415- 5842http://repositorio.bc.ufg.br/handle/ri/1422v.13, n.1,p.10-24, jan./jul. 2010.The rhetoric has been used as a persuasive tool since the Ancient Greece, and now, in the XX and XXI centuries, it has returned along with the mass media and their use for advertising brands and products. This article seeks to understand the relations between the advertising language and the rhetorical system developed by Aristotle, going through all their stages: Invention (heurésis), Disposition (taxis), Elocution (lexis), Action (hypocrisis). It will also be said how advertising uses rhetorical arguments and style to pursue persuasion, along with the relation between the ad text and etos, patos and logos, to finally see that advertising, as a persuasive discourse by essence, uses a lot much more from rhetoric that their creative people imagine.pt-BRLinguagem publicitáriaRetóricaAristótelesPublicidade e PropagandaPersuasãoArticle