Rhetoric in Advertising

Vũ, Đoàn

doi:10.25073/2588-1116/vnupam.4093

Cited by 2 publications

(5 citation statements)

References 3 publications

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“…Rhetoric provokes positive attitude and favorable emotions. (Vu, 2017)If we study the advertisements we can conclude that both visual and verbal are an important part of advertisements that we encounter in any form and at any platform. It has been proposed by many researchers that imagery is a part and parcel of advertisement in relation to effective consumer response (Greenberg & Garfinkle, 1963).The recent latest literature review suggests that there is an inclination of researchers towards the role of visuals and imagery in the effectiveness of advertisements in such a way that there has been methodological study and analysis on the significance of non-verbal cues in the rhetoric of advertisements (Swasy & Munch, 1985), (Scott, 1994a) Visual elements are analyzed in this research by drawing upon the Archival tradition.…”

Section: Literature Reviewmentioning

confidence: 99%

“…Pathos is the emotionally responsible nature of speech, with regard to the ways in which the listener is attentive, impressed, and thereby increases the effect. ( (Vu, 2017) The third advertisement has been extracted from a newspaper which involves the technique of Repetition in such a way the repetition highlights the effect of milk on the health of individuals. ( (Sonesson, 1996)The visual element of this advertisement suggests the variety of Milk and the benefit that will be gained by the consuming of this product is highlighted by the specific arrangement and colors to advertise the product.…”

Section: Visual Rhetoric Analysismentioning

confidence: 99%

“…It's Ethos -related to the speaker's position, Pathos -related to emotions and Logos -related to the logic of discourse. Different from traditional rhetoric which only relied on words, advertising now harnesses the advantages of visual language combined with language to increase persuasion and save time (Vu, 2017).…”

Section: Introductionmentioning

confidence: 99%

“…These terms include the following names: Images, Ethos, Pathos, and Logos along with Schemes and Tropes. (Vu, 2017) Ethos is the Rhetoric technique which is linked to the celebrities' fame and being renowned .The more the renowned personality, the more effective the message on the audience. Pathos is the Rhetoric strategy which employs emotional appeals in such a way that the audience would be swayed and molded by the emotional feelings of love, Sympathy and empathy in such a way that they are ready to come up to the expectations of the advertisers .Logos is the employment of facts, Reasons, statistics which is effective in advertising as it presents realistic aspect (Vu, 2017).…”

Section: Introductionmentioning

confidence: 99%

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A Corpus Based Study of Rhetorical Devices Employed in Pakistani Print Media

Al¹

2023

RLJ

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Advertisements in all the forms whether print, Electronic or Social media is an important part of our contemporary modern life. We encounter many advertisements frequently in a single day. The fact is that the general public is too much influenced by the verbal and visual part of Advertisements. The employment of Rhetoric is a significant study which can assist the advertiser in drawing appealing features called Rhetoric. The study of Rhetoric is important as it brings forth the implicit techniques which make the form and content of Print advertisements appealing. To address the Rhetoric aspect of print advertisements a Corpus based approach has been employed to analyze the rhetorical devices used by the Advertisers in Pakistani print media including Newspapers, Magazines, journals and bill boards .The advertisements have been selected with timeline of Jan, 2019 to April, 2020.The advertisements have been selected randomly to highlight the rhetoric strategies employed in Pakistani context at both levels: Visual and Rhetoric level .The Text-interpretive analysis is used to analyze the Pakistani advertisements at both Visual and verbal level .The mixed method approach has been employed as this study is based on both qualitative and qualitative methods. Qualitative approach is applied when the advertisements are analyzed according to the McQuire and Mick framework. Qualitative approach is employed when the parsons’ chi square is calculated by taking opinion of the people regarding rhetoric devices merely. The purpose of the study is to find out those rhetoric devices which are employed at both the visual and verbal level by employing the theory of visual rhetoric as a theory to point out the persuasive techniques of Ethos, Pathos, logos and on the verbal level by studying the schemes and tropes at three different levels. The results of the research show that people exhibited a positive attitude which provoked the people to be inclined towards advertisements which employed schematic devices rather than those which employed Tropic devices .The findings suggest the use of schematic and tropic device in advertisements at both visual and verbal level to convey the message effectively and in a persuasive manner.

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Section: Literature Reviewmentioning

confidence: 99%

Section: Visual Rhetoric Analysismentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

A Corpus Based Study of Rhetorical Devices Employed in Pakistani Print Media

Al¹

2023

RLJ

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“…Torto (2020) concluded that it is the language of the advertisement that enables consumers to identify a product and remember it. Doan (2017), found out rhetoric methods can influence the emotions of consumers.…”

Section: Related Studiesmentioning

confidence: 99%

Aristotle's Rhetorical Triangle as Applied to Advertisements

Talaue

2022

International Journal of Applied Management Theory and Research

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This study aims to assess the effectiveness and impact of Aristotle’s rhetorical triangle – ethos, pathos, and logos – to the behavior of consumers, focusing particularly on consumer product. Quantitative and qualitative methods including descriptive research design were used. 200 respondents from different specialization and year-levels participated in the study. Results shows that age has impact to influence respondent’s preference of Aristotle’s rhetorical appeals. However, specialization has no influence on respondents’ behavior towards Aristotle’s rhetorical appeals. 57% of the respondents perceived ethos appeal as the most effective appeal of persuasion. This finding could be due to culture, since Saudis valued trust and credibility. Entities that might be affected directly or indirectly of the findings will give them an idea on how to reach and persuade the target audiences. The classical Aristotle’s rhetorical triangle is the ancient art of persuasion still remains useful and applicable for the communication.

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Rhetoric in Advertising

Cited by 2 publications

References 3 publications

A Corpus Based Study of Rhetorical Devices Employed in Pakistani Print Media

A Corpus Based Study of Rhetorical Devices Employed in Pakistani Print Media

Aristotle's Rhetorical Triangle as Applied to Advertisements

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