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RESUMO: Neste trabalho, teremos, como arcabouco teorico, estudos advindos do âmbito da linguistica, mais especificamente das areas da Retorica e da Argumentacao. A partir dessas areas, contaremos com os conceitos de ethos , de figuras de presenca e repeticao, e com os de figuras de retorica, como a metafora e a prosopopeia. A analise, que tem como corpus o conto “A cartomante”, do escritor Machado de Assis, objetiva averiguar a constituicao do ethos do contista no corpus selecionado. Ademais, busca observar tambem as estrategias argumentativas utilizadas pelo orador, com vistas a adesao do auditorio/leitor. Para tanto, efetuamos uma analise qualitativa do conto, a fim de apreender os ethe evidenciados.  Com essa analise, esperamos contribuir com a ampliacao do estudo em torno da constituicao do ethos retorico no conto “A cartomante”. PALAVRAS-CHAVE: retorica; ethos ; conto; Machado de Assis. ABSTRACT: In this work, we have, as a theoretical framework, studies from the scope of linguistics, specifically in the areas of Rhetoric and Argumentation. From these areas, we will have the concepts of ethos , of presence and repetition figures, and of the rhetorical figures such as metaphor and personification. The analysis, whose corpus is the tale “The fortune teller”, from the writer Machado de Assis, aims to investigate the constitution of the ethos of the storyteller in the selected corpus . In addition, it also seeks to observe the argumentative strategies used by the speaker, in order to get the auditorium’s/reader’s adhesion. Therefore, we made a qualitative analysis of the tale, to grasp the evidenced ethe . With this analysis, we hope to contribute to the expansion of the study about the constitution of rhetorical ethos in the tale “The fortune teller”. KEYWORDS: rhetoric; ethos ; tale; Machado de Assis.

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AS MUITAS FACES DE MACHADO: A CONSTRUÇÃO DO ETHOS RETÓRICO EM CONTOS MACHADIANOS THE MANY FACES OF MACHADO: THE CONSTRUCTION OF THE RHETORICAL ETHOS IN MACHADO’S TALES