With all my heart thanks to health literacy: language and rhetoric in Portuguese cardiovascular health media campaigns
DOI:
https://doi.org/10.11606/issn.2236-4242.v37i2p184-210Keywords:
Language, Image, Health Literacy, Cardiovascular Health, Media CampaignAbstract
This article focuses on the use of language and rhetoric in cardiovascular health media campaigns conducted by Portuguese cardiology organizations committed to health literacy, focusing on the content (“what”) and form (“how”) of the message. Thematic analysis and rhetorical analysis were applied to a corpus of ten posters (2018-2023). The results show that pathos tends to elicit various reactions (e.g., alarm, motivation to act, fear, guilt, concern) that could instigate action. The logos is built from, for example, discursive devices (e.g., use of questions, selection of colors for connotative purposes, descriptions of concepts, isotopy) and stylistic devices, contributing to more effective understanding and use of information. Health literacy principles are present in the message.
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