Rhetoric in Advertising

Online Journal of Communication and Media Technologies

With the starting of the usage of advertising as an influence and persuasion tool in mass communication, the role of advertisement becomes more important and advertisers use different persuasion techniques to place advertising messages to the mind of their target audiences. In this process, visual elements become important tools of advertisements and especially with using visual figures as rhetorical devices, advertisers try to communicate much more accurately and effectively. Therefore, the present study will focus on the role and usage of visual rhetoric in print advertising and it will show the analysis of two print advertisements which use the artwork images as a rhetorical figure.

32nd International Conference of the Spanish Association of Applied Linguistics (AESLA):Language Industries and Social Change

In the last years there has been a considerable amount of research into visual rhetoric in advertising, with a special focus on visual metaphor. Taxonomies of visual rhetoric (e.g. Phillips & McQuarrie, 2004) deal with the structural, the conceptual and the pragmatic aspects of visual rhetoric. The majority rely on structural and conceptual categories in deciding on the rhetorical nature of ads. However, visual rhetoric also operates at the level of perception (Maes & Shilperoord, 2008). The aim of this paper is to show that the rhetorical nature of visuals in advertising is based on a combination of formal and conceptual or perceptual features.

Introduction Humankind in existence effort have tend to interact, speak and establish meaning with himself and nature within the scope of cultural habit for ages. Basically it is a must for individuals to make his daily life meaningful and liveable with this interactive action. In fact, with this necessity, the individual makes efforts to create more and more meaning within this social and cultural structure (Baudrillard, 2013: 30) and he becomes programmed by ritualizing these imaginative, symbolic and communicative factors he created. On the other hand, each individual interprets these created images, symbols and discursive-rhetoric structures and communicative factors according to his life style. An individual places everything he interpreted within the cultural and social structure into his imaginative universe as tangible or abstract things. Thereby, the individual starts dreaming of everything he sees, or he starts seeing everything he dreams of. The imaginative universe of an individual, who is inside the sophisticated spiral of communicative structure, (Sung-Gi, 2011: 208) has constantly been tried to be mesmerized by discursive and rhetorical elements. This is because, for the individual, this spell is conveyed by imaginative, symbolic and rhetoric factors in the commercials. For this reason, it can be uttered that consumers who are affected by these commercials perform the behaviour of purchasing under this spell. Based on these facts, this study, which tries to reveal the ways rhetorical factors are used in commercials with the aim of influencing the consumers, has importance in regard to examining how Phillips and McQuarrie’s (2004: 116) constructed and visual rhetoric typology is presented in commercials, in the light of the data gathered by a semiotic analysis. Within the frame of this study, the analyses were executed by benefiting from both semiotic analysis and Phillips and MacQuarie’s (2004) constructed and rhetoric typology.

International journal of academic research in business & social sciences, 2021

This study discusses the theories, concepts, and also theoretical implications in public service campaign advertisements. There is a basic theory namely semiotics which carries the concept of visual rhetoric and its relationship with several related concepts. Each of the theories and concepts used has an important role in leading to the visual formation and delivery of visual rhetorical meaning to the audience. In this study, theories and concepts are compiled and explained by using public service announcement (PSA) as a case study. As a result of this study, it can be seen that visual rhetoric is explored through the campaign advertisements and becomes the basis of visual communication. Ability in critical thinking becomes an important requirement in exploring and looking at the connections between visual rhetoric in the advertising campaigns of this study. This study can improve high-level thinking skills and also help audience know the need for visual rhetoric in public awareness campaigns.

Go figure: New directions in advertising rhetoric, …, 2007

This chapter develops an extensive model of the processing of rhetorical works (i.e., figurative language and visual rhetoric). The model synthesizes two theories --experimental aesthetics, which has explained the processing of creative works (e.g., art, geometric shapes, music, and product designs), and the resource-matching perspective, which holds that processing approaches optimization when resource demand matches the resources that an audience is willing and able to make available. The model's combination of these two theories clarifies phenomena (e.g., the Wundt curve or the components of resource demand) that are otherwise unaccounted for. Further, the model subsumes previous research on advertising rhetoric into a single unified explanation. Additionally, extending the resource-matching perspective to encompass emotional appeals expands the scope of advertising rhetoric research into the unexplored emotional component of rhetorical works. This model should also make important contributions to the literature by suggesting theoretically supported hypotheses for future research.

2022

Rhetorical figures are linguistic tools that tend to have a great influence on consumers" response and help in the persuasion process. The deviation caused by rhetorical figures evokes the audiences" feelings and increases their elaboration and attitude towards the advertisement. Advertisers use verbal and visual rhetorical figures to communicate their messages. The present study analyzes a corpus of 10 advertisements to find out the rhetorical devices used in them. In addition, it tests the impact of verbal versus visual structures to find out which of them is more persuasive and more favorable for consumers. The study conducts a questionnaire to test the impact of using verbal and visual components in the advertisements and to find out which of them is more persuasive and more favorable for the consumers. Results have shown that processing verbal-visual advertisements showed more pleasure and favorable attitude toward the advertisements.

2006

Rhetoric, considered for a long time as reserved only for verbal discourse, is applied to image in advertising. Rhetoric figures act on consumer responses to advertisement. This study proposes to verify, through experimentation, the effect of visual and verbal rhetoric on emotions, attitude toward the advertising and attitude toward the brand. The moderating role of involvement is also tested. The results suggest that using figures can significantly enhance the effectiveness of print advertising. Visual figures have a better effect on emotions. Verbal figures led to a more favorable attitude toward the ad and attitude toward the brand.

Journal of consumer research, 1999

2013

There are two interpretations of rhetoric that are backed by a long tradition: as the theory of argumentation and persuasion, which is how it was born in Antiquity, and as the taxonomy of rhetorical figures, which is the form in which it reigned supreme from the 16th century onwards. In both of these senses, advertising discourse today is the favoured, and in fact almost exclusive, domain of rhetoric. In this essay, we consider the revival in recent decades of both traditions, by Chaim Perelman and Groupe μ, respectively, and their importance to publicity, in particular to advertising pictures. In both senses of the term, rhetoric relies heavily on the presuppositions that are to a greater or lesser extent shared between the initiator of the message and its recipients. In the case of rhetorical figures, it is the organisation of the world of our experience according to topological properties such as neighbourhood, sequence, enclosure, and the like that has to be taken for granted; i...

Marketing Theory, 2004

The goal of rhetorical theory is always to organize the possibilities for persuasion within a domain and to relate each possible stratagem to specific desired outcomes. In this article we develop a visual rhetoric that differentiates the pictorial strategies available to advertisers and links them to consumer response. We propose a new typology that distinguishes nine types of visual rhetorical figures according to their degree of complexity and ambiguity. We then derive empirically testable predictions concerning how these different types of visual figures may influence such consumer responses as elaboration and belief change. The article concludes with a discussion of the importance of marrying textual analysis, as found in literary, semiotic and rhetorical disciplines, with the experimental methodology characteristic of social and cognitive psychology.