This paper proposes an analytical model for entrepreneurial pitches based on the five canons of rhetoric (i.e. invention, arrangement, style, memory and delivery), through the deconstruction of the text from the discursive act itself (as conceived in the invention phase) to its actual production (i.e. delivery). The questions this methodology attempts to answer are why the pitch may be persuasive and how that persuasion is achieved by analyzing its discursive and linguistic characteristics; what ethical, rational or emotional arguments are appealed to; who the potential audience is, and what other multimodal resources are used to support the persuasive force of the text. In order to answer these questions, two pitches in Spanish are deconstructed and conclusions regarding their efficacy are drawn.[es] Análisis retórico de un modelo de discurso en el ámbito comercial: Elevator PitchResumen. En este trabajo se propone un modelo analítico para un tipo de discurso comercial (Elevator Pitch) basado en los cinco cánones de la retórica clásica (inventio, dispositio, elocutio, memoria y actio). Partiendo de dos discursos opuestos desde el punto de vista de su eficacia, se pretende deconstruir el texto para comprender las razones del logro persuasivo (o de su fracaso) analizando sus características discursivas y lingüísticas desde el mismo momento de la planificación (estudio del destinatario, argumentos, etc.) hasta la puesta en escena pasando por una selección léxica (elocutio) perfectamente estudiada que pretende estimular marcos cognitivos de interpretación que apoyan la propia argumentación en favor de la persuasión del interlocutor. Palabras clave:Persuasión; retórica; análisis del discurso.
RESUMEN: En determinadas circunstancias históricas, se producen reacciones políticas que tienen características discursivas comunes. Así, por ejemplo, en una situación de crisis social, el pueblo se presenta como víctima de una fuente de mal de la que solo es posible liberarse por la intercesión de un líder carismático. Esta secuencia, esta conjunción de características da como resultado una técnica discursiva dentro del lenguaje político que se ha defi nido como populismo. El presente artículo pretende estudiar este tipo de discurso en España tras la aparición de Podemos, partido político que, en principio, adopta un tipo de discurso que responde a la plantilla de lo que Charaudeau definió como populismo para ir variando su estrategia a medida que conseguía respaldo popular. El populismo rechaza la «casta» política, pero, como tendremos oportunidad de ver, es un discurso retórico, esencialmente político, que en España bebe de las fuentes terminológicas de la izquierda latinoamericana a pesar de buscar, en última instancia, la transversalidad ideológica siguiendo un camino similar al del PSOE en los años de la Transición. Léxico, discurso e ideología se manejan con eficacia para alcanzar el poder.ABSTRACT: In some historical circumstances, political reactions are born which have common discourse characteristics. So, for example, in a situation of social crisis, people represented as a victim of a source of evil from which it is possible to release only by the intercession of a charismatic leader. This sequence, this conjunction of characteristics give as a result a discourse technique within the political language which has been defi ned as populism. The present article aims to study this type of discourse in Spain after the appearance of Podemos, political party which, fi rst adopts a kind of discourse which responds to the model of what Charaudeau defi ned as populism and then gives changing its strategy as he was getting popular support. Populism refuses the political caste but, as we will have the opportunity to see it is a rethorical discourse basically political which in Spain learns from terminological sources of the Latinoamerican left despite of seeking, at the end, the ideological transversality following a similar path to that of the PSOE in the last years of the transition. Lexicon, discourse and ideology are managed effi ciently to reach the power.
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