Relevant bibliographies by topics / Rhetoric’s of advertising

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Academic literature on the topic 'Rhetoric’s of advertising'

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Published: 4 June 2021
Last updated: 12 February 2022

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Journal articles on the topic "Rhetoric’s of advertising"

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Soetaert, Ronald, and Kris Rutten. "Rhetoric, narrative and management: learning from Mad Men." Journal of Organizational Change Management 30, no. 3 (May 8, 2017): 323–33. http://dx.doi.org/10.1108/jocm-10-2016-0203.

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Purpose In previous research on rhetoric and narrative in management research, cultural narratives have been studied as tools to reflect on rhetorical situations from the perspective of management. The purpose of this paper is to present a similar exploration of rhetoric while focusing on a modern example from popular culture: the television series Mad Men. Design/methodology/approach This paper first discusses rhetorical concepts from the work of Kenneth Burke and Richard Lanham as inspirational guides, thereafter, these concepts are used to analyze the case of Mad Men. Specifically, the main character Don Draper is analyzed as a homo rhetoricus in an attention economy. Findings Don Draper becomes a case study of what it means to introduce a rhetorical perspective in advertising and management. It is argued that Don Draper’s reflections in the series can be described as a “perspective on perspectives” or as a “toggling” between different rhetorical perspectives. Originality/value Previous research discussed the emergence of spinning and the appearance of the “spin doctor” as a major figure in society in general and fiction in particular. In this article, it is argued that the same is also true for advertising. Mad Men is introduced as a case study about the revival of rhetoric as a major skill and an important perspective in and for our personal, professional and social lives.
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Calzada Perez, Maria. "Una aproximación empírica a la ­clasificación y traducción de las figuras retóricas en la publicidad." Babel. Revue internationale de la traduction / International Journal of Translation 57, no. 1 (April 19, 2011): 32–57. http://dx.doi.org/10.1075/babel.57.1.03cal.

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Since ancient times the suasive value of rhetorical figures has been vastly studied. In fact, Aristotle himself argued that the aim of rhetoric was not just to persuade but to find the best methods of persuasion (Aristotle, Retorica, ed. 1990). These methods have been frequently used in advertising, where they are employed to capture the consumer’s attention and, consequently, to sell the advertised product. However (despite the frequent appearance of rhetorical figures in advertising), there is a scarcity of studies on the role of these persuasive mechanisms in the translation of publicity. Bearing upon the “new rhetoric”, the present paper has a twofold purpose. On the one hand, it aims to import a clear taxonomy of rhetorical figures from advertising into translation studies and subsequently to illustrate the transfer of these figures. On the other hand, it analyses the behaviour of rhetorical figures in the translation process by means of an empirical investigation whose goal it is to further categorise them in a systematic and rational way. Drawing upon the seminal work of McQuarrie and his collaborators, the paper performs a quantitative analysis of a corpus of 120 matching pairs consisting of English advertisements and their existing Spanish counterparts. Results evidence that a great majority of rhetorical figures are “translated”, thus confirming the globalising tendencies of advertising.
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Gabrėnaitė, Eglė. "The Rhetoric Topic of Borrowing in Advertising." Respectus Philologicus 28, no. 33A (October 25, 2015): 7. http://dx.doi.org/10.15388/respectus.2015.28.33a.7.

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The emotional appeal dominates in the persuasive discourse; usually, it is the rhetorical argumentation, the efficiency of which is closely related to the addressee value priorities. In order to achieve the advertising targets not only the newly discovered, but also the time-tested techniques of persuasion as well as the classic eristic argumentation models are employed. The research object of this article is the expression of borrowing topic in the advertising discourse. The aim of this research is to identify and describe the rhetoric topics, i.e., the mainrepeatable structural and conceptual models that act as arguments in the advertisements created by the companies providing quick loans. The analysis of rhetoric discourse allows to identify and describe the universal categories of argumentation, i.e., the rhetorical topics and their semantic and (or) structural modification in the persuasive discourses. The research reveals that the advertising of quick loans is based on the identical rhetorical topic expressed by the repeatable eristic arguments. Three following eristic arguments are identified and discussed: appealing to the masses (argumentum ad populum), appealing to time (argumentum ad tempus), appealing to safety (argumentum ad securitatem). It has been asserted that the advertising denies inconvenient and unsafe loan tradition. It patronizes unrestrained culture of lending where the loan is associated with the attractive images that eliminate the threat of social separation.
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Barroso, Paulo. "Rhetoric of affections: advertising, seduction and truth." Media & Jornalismo 19, no. 34 (June 27, 2019): 143–54. http://dx.doi.org/10.14195/2183-5462_34_10.

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Advertising frequently provokes pathos and elicits emotional reactions (e.g. fear, patriotism, guilt, pity, joy, satisfaction, etc.) to get what it wants. Considering the rhetorical ability and the proliferation of advertisements in the contemporary Western societies, this article analyzes these omnipresent, seductive and affective discourses. Following a theoretical and reflexive approach, the objective is to argue and understand the power of rhetoric developing seduction and provoking affections in advertising strategies.
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Enschot, Renske van, Hans Hoeken, and Margot van Mulken. "Rhetoric in advertising: Attitudes towards verbo-pictorial rhetorical figures." Information Design Journal 16, no. 1 (April 7, 2008): 35–45. http://dx.doi.org/10.1075/idj.16.1.05ens.

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A rhetorical figure (for instance the antithesis in “Come in and find out” in a Dutch perfume ad) communicates an advertising message in an artfully divergent way. Two types of rhetorical figures are frequently distinguished, namely schemes (superficial decorations such as rhyme and alliteration) and tropes (meaningful deviations such as metaphors and puns). However, until now little attention has been paid to rhetorical figures that can be found in combinations of text and image (i.e., verbo-pictorial rhetorical figures). In this article, an experiment and interviews are presented on the effects of non-rhetorical figures, verbo-pictorial schemes and verbo-pictorial tropes on attitudes towards advertisements. In the experiment, twelve real-life advertisements (4 per category: non-rhetorical figure, scheme, and trope) were presented to 92 participants. The results show that attitudes towards ads with verbo-pictorial tropes (and advertisements without rhetorical figures) are less favourable than those towards advertisements with verbo-pictorial schemes. This could be explained by the fact that relatively more participants failed to come up with successful interpretations of the ads with these tropes and that attitudes were less favourable towards advertisements that were unsuccessfully interpreted than towards advertisements that were successfully interpreted.
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Tham, Jason. "Persuasive-Pervasive Technology." International Journal of Semiotics and Visual Rhetoric 2, no. 1 (January 2018): 44–72. http://dx.doi.org/10.4018/ijsvr.2018010104.

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This article positions wearables advertising within the realm of rhetoric and presents an analysis of rhetorical strategies employed by commercials that represent four wearable devices, namely Google Glass, Fitbit Charge, Apple Watch, and Microsoft HoloLens. Through a methodological framework built around visual analysis and visual rhetoric, the author presents a set of approaches that elucidate the specific rhetorical strategies of euphoria, empowerment, and enrichment of experience, which leads to a pervasive-persuasive construct of information centrism. The author then discusses the implications of such construct for the ideology of technology, particularly in industrial and pedagogical settings.
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Díez-Arroyo, Marisa. "Emotional Rhetoric in Tea Advertising." Atlantis. Journal of the Spanish Association for Anglo-American Studies 43, no. 1 (June 28, 2021): 199–220. http://dx.doi.org/10.28914/atlantis-2021-43.1.11.

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Drawing on rhetorical and pragmatic (Relevance Theory) approaches to emotions, this article examines claims of cultural and patriotic identity in British tea websites as examples of emotional rhetoric. I hypothesise that such claims operate as persuasive strategies designed to elicit empathy towards the product in potential consumers and ultimately to persuade them to identify with it. Results indicate that cultural identity in the form of patriotism, understood as social identity, collective memory and a feeling of belonging to or pride in one’s country, can fulfil a threefold creative effect: at a rhetorical level, it contributes to the design of a stylistically pleasing text; at an informative level, it introduces an unexpected or foreign element into the advertisement; and at a pragmatic level, it involves potential addressees in the recovery of a message that can be tailored to suit their specific individual experiences.
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Poon, Stephen T. F. "Objectification and Sensibility: A Critical Look at Sexism as Subtext in Postfeminist Advertising." Asian Social Science 17, no. 2 (January 22, 2021): 17. http://dx.doi.org/10.5539/ass.v17n2p17.

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This paper explores the phenomenon of sex in advertising to understand the relationship between objectification of gender, sex, sexuality and representations of femininity through advertising subtexts, processes and discourses. Literature shows the usage of sexism in advertising and marketing veers in extreme scopes between blatant explicitness and stylish subtlety, depending on the cultural contexts and norms of the target market. Using qualitative case examples, advertising campaigns highlight objectification of sexual desires as an antithesis of postfeminist thought. Rhetorical analysis was performed on advertisement samples, building from postfeminist perspectives in marketing theories. Examples of visual rhetoric in beer, feminine product commercials and social cause campaigns are discussed. Findings demonstrate cultural expressions of postfeminist sensibility adapted for specific femininity contexts. Overall, sexism subtexts are shown to be a continued challenge in developing persuasive advertising rhetoric for the postfeminist era. Non-translatability and cultural adaptations to consumer segments suggests that the use of sex to visually communicate marketing information to an increasingly diverse marketplace face much social pressure today than in the past. Femininity themes in postfeminist advertising could be more effectively portrayed through subtle techniques such as irony and sarcasm, and in more inclusive, diverse, pragmatic and respectful femininity representations.
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Hakoköngäs, Eemeli, and Inari Sakki. "The past as a means of persuasion: Visual political rhetoric in Finnish dairy product advertising." Journal of Social and Political Psychology 7, no. 1 (June 26, 2019): 507–24. http://dx.doi.org/10.5964/jspp.v7i1.1107.

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This study investigates the role of advertising and visual rhetoric in political persuasion. Analysis of Finnish dairy product video advertisements from 2010–2016 focuses on those that exploit time as the main reference framework. A better understanding of how advertising is used as a tool of political persuasion is sought by exploring the following questions: How are advertisements used in political communication? How is time used as a means of persuasion in advertising? What role do visual rhetoric and social representations have in the process of persuasion? The analysis shows how advertisements objectify work as a tradition and anchor it as a Finnish value. The results show how advertisements employ enthymeme as a major rhetorical tool to assert that the tradition of Finnish employment is under threat but the consumption of Finnish dairy products and favouring a pro-agrarian policy would ensure that the tradition is transmitted to new generations. The contributions of the study are twofold: First, the combination of social representations theory and classic rhetoric provides a theoretical and analytical perspective for the analysis of visual rhetoric in political persuasion. Secondly, by exploring the advertisements as political communication, the study shows how commercials are used to advocate ideological and political projects, such as certain kind of agricultural policy – an angle largely overlooked in the previous research of social and political psychology.
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Biržietienė, Skirmantė. "Rhetoric of Lithuanian Social Advertising: The Ways to Persuade." Respectus Philologicus 22, no. 27 (October 25, 2012): 144–55. http://dx.doi.org/10.15388/respectus.2012.27.15343.

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The article deals with the rhetoric of advertising, specifically with the means employed to persuade the audience in Lithuanian social advertising. Aristotle in his Rhetoric points out that persuasion can be achieved in three ways: through ethos, logos, and pathos. Ethos refers to the speaker’s character as it appears to the audience: if we believe that a speaker has good sense, good morality and goodwill, we are inclined to believe what he says. In social advertising, famous people, organizations and authorities who are recognizable to the audience stand for this ethos argument. Logos means logical arguments. In our society, rationality is highly valued and this way of persuasion is rated as the best, but scientific reasoning in social advertising is not as persuasive as it might appear. Of course it is a strong additional argument to the more rhetorical types of reasoning. Pathos in Aristotle’s sense means the emotions of the audience. Usually people think that they make their decisions based on rational thought, but Aristotle points out that emotions such as pity, anger, fear and their opposites influence our judgments as well. In social advertising, the employment of the pathos argument is the most powerful and persuasive strategy.In this research, some different Lithuanian social campaigns and advertisements are analysed in order to define what methods were chosen to persuade the audience in every campaign and what types of arguments were dominant. It appears that the most persuasive advertising employs a combination of all arguments: ethos, logos, and pathos. However, persuasion in social advertising is based mostly on the pathos argument, because this type of advertising appeals to the emotions.
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Dissertations / Theses on the topic "Rhetoric’s of advertising"

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Aleksejeva, Viktorija. "Šokiruojamosios reklamos retorika." Bachelor's thesis, Lithuanian Academic Libraries Network (LABT), 2012. http://vddb.laba.lt/obj/LT-eLABa-0001:E.02~2012~D_20120831_092039-58081.

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Bakalauro darbo tema – „Šokiruojamosios reklamos retorika“. Iš virtualios erdvės buvo išrinktos ir suklasifikuotos 70 šokiruojamųjų reklamų, (iš jų 45 socialinės ir 25 komercinės). Reklamos buvo interpretuojamos įvairiais aspektais: estetiniu, teisiniu, semantiniu. Analizuojant šias reklamas siekta atskleisti, kaip veikia šokiravimo mechanizmai socialinėje ir komercinėje reklamoje, aptariant vizualumo ir verbalumo sąveiką. Šokiruojamoji reklama tirta pasitelkiant interpretacinį, aprašomąjį metodą. Tyrimas parodė, kad šokiravimas socialinėje ir komercinėje reklamoje – iš esmės skiriasi. Šokiruojanti socialinė reklama siekia atkreipti dėmesį, moralizuoti, pakeisti visuomenės elgesį, gyvenimo būdą. Joje iškeliamos aktualios visuomenės problemos: rūkymas (aktyvus/pasyvus), smurtas prieš vaikus ir moteris, gyvūnų apsauga, infekcinės ligos, vaikų skurdas, abortas. Socialinės reklamos tekstas turi „juodojo“ humoro elementų, vyrauja informatyvūs, tiesioginiai sakiniai, retoriniai klausimai ir sušukimai. Šokiruojant komercinėje reklamoje dažnai peržengiamos etikos ir moralės normos. Čia dominuoja kraujo, mirties vaizdai, pornografinės užuominos, šlykštumą keliantys vaizdai. Šokiruojamosios komercinės reklamos tekstas – minimalus, veikiantis psichologiškai, dažnai nurodytas prekės ženklas. Vaizdo ir teksto paritetas ryškus socialinėje reklamoje, o komercinėje reklamoje dominuoja vaizdas.
Bachelor’s final work theme – „Shocking advertisement rhetoric“. From virtual space were chosen and classified 70 shocking advertisements (45 of them – social and 25 – commercial). Advertising has been interpreted in various aspects: the aesthetic, legal, semantic. Analysis of these advertisements shows how the shock mechanisms are working in social and commercial advertisement, discussing verbal and visual interaction. Shocking advertisement investigated by interpretative, descriptive approach. Research work shows that shock in social and commercial advertising is different. Shocking social advertisement draw attention to moralize, trying to change the society behavior and the way of life. It shows the problems relevant to society: smoking (active / passive), violence against women and children, animal welfare, infectious diseases, child’s poverty, abortion. Social advertising text has “black” humor elements; in this kind of advertisement dominate informative, direct sentences, rhetorical questions and exclamation. Commercial advertisement often oversteps ethical and moral norms. Here we can see dominating blood, death, pornographic references and other nasty views. Commercial shocking advertisement text – minimal, psychological affecting, sometimes shows the brand. Visual ant text parity we can clearly see in social advertisement, but commercial advertisement is dominated by the image.
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Kpedor, Dorm. "Personification in Advertising: A Rhetorical Analysis of Digital Video Ads in the Insurance Industry." Digital Commons @ East Tennessee State University, 2021. https://dc.etsu.edu/etd/3894.

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Major companies in the insurance industry—notably Allstate, Progressive, and Farmers—often employ personification as a creative rhetorical tool in digital video advertisements. By leveraging brand characters in various ways, these companies seek to establish trust and engender emotional impact in customers. Allstate ascribes destructive characteristics that are associated with house cats to its Mayhem character; in doing so they evoke the desired emotional responses of humor and fear. Progressive creates and deploys the Motaur character, a visual personification and play on the Centaur; in this case, the company’s rhetorical strategy is to evoke humor and nostalgia that resonate with motorcycle owners. Farmers’ strategy is to win customers by demonstrating experience and empathy; they do so with the Professor Burke character, whose professorial ethos functions to evoke feelings of trust. I employ the Elaboration Likelihood Model (ELM) in my analysis to explore the relationships between personification, emotional appeals, and persuasion.
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Vassilieva, Ekaterina. "What lies beneath the milk mustache? : rhetorical analysis of the "got milk?" advertising campaign /." free to MU campus, to others for purchase, 2004. http://wwwlib.umi.com/cr/mo/fullcit?p1421165.

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Walker, Aretha A. "A study of the rhetoric of American advertising discourse." DigitalCommons@Robert W. Woodruff Library, Atlanta University Center, 2007. http://digitalcommons.auctr.edu/dissertations/1366.

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This study, exploring the nature of American advertising discourse, is guided by two overriding questions. First, "What is the nature of rhetoric in American advertising discourse?" and "How is the rhetoric of American advertising different from literature?" To answer these questions, the study examines the extended post-modern meaning of discourse and advertising, exploring both terms from the perspectives of humanists, sociologists, advertisers and communication experts. The study further discusses the nature of popular culture, of which advertising is a subgroup, and then explores the view of its critics who see it as dystopic—creating the opposite of a Utopia. These critics primarily fall into three camps: those who stridently denounce it without applying any sort of analysis or explanation of why it is bad, the best example being Hilton Kramer. Another in this camp, Dwight McDonald, tries to analyze popular culture albeit from a biased perspective, as his terminology and language quickly demonstrate. Others who more successfully explore the negative aspects of popular culture are the famous culture 1 critics, Allan Bloom and Christopher Lasch, who advocate keeping popular literature out of the classroom because it takes away precious time from the classics. Proponents of popular culture are less concerned, however, with whether or not the items being studied are "good" or bad" but rather whether or not they are worth being studied. They give an overwhelming answer, "Yes, they should be." These scholars, often politically motivated, use the theory of cultural materialism through which to examine cultural artifacts. Moreover, the study examines rhetorical devices of advertising discourse. Using glossy magazine advertisements, four tropes that are frequently used in advertisements are explored—imagery, rhythm, symbolism, and hyperbole, demonstrating how the visual images of women, as well as images that project power and wealth, are utilized in the discourse of American advertising, both positively and negatively. Finally, the study brings poetry and advertising together for comparative purposes by examining elements of syntax and graphics, and the ideology of love as seen in the two. The overall significance of this study is that it sheds light on the relationship between the discourses of two genres of cultural production that many people frequently assume not to be related.
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Ford, Jennifer. "Fashion Advertising, Men’s Magazines, and Sex in Advertising: A Critical-Interpretive Study." Scholar Commons, 2008. https://scholarcommons.usf.edu/etd/246.

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This study examines sexualized portrayals of women in fashion advertising found in metro-sexual men's magazines as visual rhetoric. Historically, studies on sexual images of women in advertising have focused on content analyses of these images and how they affect women. This study asks how sexualized imagery of women functions rhetorically as part of a branding message designed to sell products. The exemplar advertisements were chosen specifically for their sexual imagery from an earlier study by the researcher on sexual images of women in fashion advertisements found in men's magazines. The messages interpreted within the visuals of this study reveal a current slice of history in terms of gender and sexuality. In the case of this study the constructed "ideal" heteronormative view of gender, masculinity, femininity, and sexuality are what are for sale; they are the merchandise to be purchased. Women are present in the exemplar ads as an accessory to prove and support heterosexual masculinity through sex, as if to ward off any ideas that metro-sexual men may be anything but heterosexual. Though we cannot generalize beyond these five magazine ads, we can think of the exemplar ads as a small sample of contemporary culture. The narratives of these ads suggest that man continues to be the prevailing figure in terms of importance and power relative to woman, who is subordinate to man. This thesis supports prior research on women in advertising where men are more important than women, and the ads in this thesis continue to define masculinity and femininity in classic patriarchal and heterosexual terms. However, this thesis adds important critical-interpretative work through visual rhetorical analysis on advertising in men's metro-sexual magazines to a body of research that includes very little of such work.
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Sin, Hoi Lam Carolina. "Translating rhetorical devices :a case study of translation of advertising slogans." Thesis, University of Macau, 2018. http://umaclib3.umac.mo/record=b3954269.

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McGary, Rudyard Keith. "A rhetorical analysis of advertising appeals for personal computers, 1977-1983 /." The Ohio State University, 1986. http://rave.ohiolink.edu/etdc/view?acc_num=osu1487261919114037.

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Ryan, Holly Lynn. "NORMALIZING HAPPINESS: THE RHETORIC OF DEPRESSION IN DIRECT-TO-CONSUMER ADVERTISING." Diss., The University of Arizona, 2009. http://hdl.handle.net/10150/194523.

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Direct-to-Consumer advertisements for antidepressants suggest to a broad audience of American consumers that it is desirable to be productive in work and supportive of friends and family members in addition to being happy and well. The consumers' inability to reach this norm is ascribed to a possible medical condition that can be treated with particular pharmaceuticals. In this way, the ads act as rhetorical agents, defining some inclinations as desirable (normal) and others as undesirable (abnormal), and persuading consumers to regulate their behaviors through medication. Ultimately, these advertisements reinforce the boundaries between normal and abnormal emotional health.
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Andrews, Steven J. 1971. "Visual rhetoric in advertising: How consumers cope with a pleasant experience." Thesis, University of Oregon, 2011. http://hdl.handle.net/1794/11582.

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x, 161 p. : col. ill.
Rhetorical communication ("figures") in advertising are "artful deviations", analogous to bold or italicized text, which use style as their persuasive tool over message content. The present research built on theories of visual persuasion that conceive of visuals as sophisticated and nuanced systems of meaning transfer, unlike most traditional persuasion theories based on verbal processing that treat visuals as simple, non-discursive stimuli that merely evoke basic mood responses. Previous research suggests that in the context of visual persuasion the traditional components of information processing: attention, perception, elaboration, and memory retrieval are not applicable and visual information transfer depends almost entirely on the processing experience. While it was known that rhetoric is usually more well-liked and more memorable than plain language, this dissertation expanded the theoretical understanding of the mechanisms of how visual rhetoric in advertising engages the consumer and elicits more favorable judgments compared to both figurative and non-figurative verbal stimuli. Processing fluency research suggests that the brain automatically responds with positive emotion toward easy, pleasant, or novel processing experiences regardless of stimulus content. These types of processing experiences are early signals to the brain of successful completion of a mental task. In a series of four experiments, visual rhetorical ad stimuli elicited overall higher ratings than verbal rhetorical or verbal literal ad stimuli of equivalent message content on scales measuring mental involvement/engagement with the ad, attitude toward the ad, and perceptions of the ad's honesty/trustworthiness regardless of the processing experience as operationalized by stimulus exposure. At longer exposure durations judgments of visual rhetorical ads differed due to interactions between processing experience and sensitivity to the rhetorical figure's persuasive intent, whereas at 1-second exposure subjects exhibited universally high ratings based mostly on processing ease with relatively sparse deliberation about the stimulus content. Subjects exhibited high certainty about their attitudes toward the visuals at all exposures, but the positive experience of "processing ease" at 1-second exposure produced the most accessible favorable judgments as evidenced through reaction time measures. Future research should examine in more depth the potential for visual persuasion with rhetoric to evade resistance particularly when processing resources are constrained.
Committee in charge: David M. Boush, Chair; Lynn R. Kahle, Member; Joan L. Giese, Member; Julianne H. Newton, Outside Member
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Simpson, Christopher F. J. "The expression of classical rhetoric in televisual advertising : portraying science and scientists." Thesis, Sheffield Hallam University, 2011. http://shura.shu.ac.uk/20365/.

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The origins of classical rhetoric are to be found in Greece of the 4th and 5th centuries BCE. Developed principally for spoken delivery, though sometimes applied to written work, it became a much sought after skill due to the newly emerging democracies in the city-states. It was the refinement of the Greek philosophers' fundamental principles for the practice of classical rhetoric by their Roman successors, during the last century BCE and the first century CE, that later established its robust canonical structure. After drawing on semiotic wisdom in order to interpret the meanings embedded in illustrations and advertising film the following research shows to what degree classical rhetoric has a visual expression in which those ancient canonical principles have contemporary relevance rendering it a major mechanism in the persuasive function of television advertising. In so doing its contribution to knowledge comprises an innovative analytical methodology whilst also exposing a link, previously unremarked upon by scholars in the field, whereby the canon of classical rhetoric known as arrangement can be seen to have a common structural basis with narrative. Touching on the use of scientists, often presented as figures of unquestionable authority in televisual advertising during the middle part of the last century, this thesis now finds a more subtle rhetoric directed at an increasingly more media-aware culture in the third millennium. It will be suggested, however, that such rhetorical devices, as are revealed to be operating, are more likely to be as a result of intuition and empirical adroitness rather than being born of academically acquired knowledge on the part of creative media personnel.
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Books on the topic "Rhetoric’s of advertising"

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1935-, Boynton G. R., ed. Video rhetorics: Televised advertising in American politics. Urbana: University of Illinois Press, 1997.

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The rhetorics of popular culture: Advertising, advocacy, and entertainment. New York: Greenwood Press, 1987.

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Kyriacos, Anthony. Mass media: The rhetoric of advertising in consumer society. London: LCP, 1999.

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Root, Robert L. The rhetoricsof popular culture: Advertising, advocacy, and entertainment. New York: Greenwood, 1987.

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Nihon no kopī besuto 500. Tōkyō: Senden Kaigi, 2011.

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Fernández, Eduardo. Retórica clásica y publicidad. Logroño: Instituto de Estudios Riojanos, 2006.

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Derbaix, Christian. Persuasion, la théorie de l'irrationalité restreinte. Paris: Economica, 2004.

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Lewinśki, Piotr H. Retoryka reklamy. Wrocław: Wydawn. Uniwersytetu Wrocławskiego, 1999.

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Campos, Maria Helena Rabelo. O canto da sereia: Uma análise do discurso publicitário. Belo Horizonte: Editora UFMG/PROED, 1987.

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Sŏ, Ŭn-a. Sinmun kwanggo wa ŏnŏ. Sŏul: Yŏngnak, 2002.

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Book chapters on the topic "Rhetoric’s of advertising"

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McQuarrie, Edward F., and Barbara J. Phillips. "A Rhetorical Theory of the Advertisement." In Advertising Theory, 228–41. Second edition. | Abingdon, Oxon ; New York, NY : Routledge, 2019. | Series: Routledge communication series |: Routledge, 2019. http://dx.doi.org/10.4324/9781351208314-14.

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Auxtova, Kristina. "Behind the Rhetorical Scenes of Offence: A Rhetorical Analysis of Complained-About Offensive Advertising." In European Advertising Academy, 229–40. Wiesbaden: Springer Fachmedien Wiesbaden, 2019. http://dx.doi.org/10.1007/978-3-658-24878-9_18.

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Remley, Dirk. "Advertising Agency Case." In The Neuroscience of Rhetoric in Management, 73–75. New York, NY : Routledge, 2019. | Series: Routledge focus on business and management: Routledge, 2018. http://dx.doi.org/10.4324/9780429431111-8.

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Phillips, Barbara J., and Edward F. McQuarrie. "Visual Rhetoric and International Advertising." In The Handbook of International Advertising Research, 238–50. Hoboken, NJ: John Wiley & Sons Inc, 2014. http://dx.doi.org/10.1002/9781118378465.ch12.

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Tevi, Alexander, and Scott Koslow. "In the Beginning Was the Word: Establishing the Foundations for Creativity Research in Rhetoric Theory." In Advances in Advertising Research VIII, 155–67. Wiesbaden: Springer Fachmedien Wiesbaden, 2017. http://dx.doi.org/10.1007/978-3-658-18731-6_12.

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Gkiouzepas, Lampros. "Putting Visual Rhetoric into Context: Levels of Abstraction in the Analysis of Rhetorical Images in Print Advertising." In Marketing Challenges in a Turbulent Business Environment, 277. Cham: Springer International Publishing, 2016. http://dx.doi.org/10.1007/978-3-319-19428-8_70.

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Hoem Iversen, Magnus. "Chapter 8. Employing film form and style in the argumentative analysis of political advertising." In Multimodal Argumentation and Rhetoric in Media Genres, 218–38. Amsterdam: John Benjamins Publishing Company, 2017. http://dx.doi.org/10.1075/aic.14.09hoe.

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Albakry, Nur Safinas, and Ghazali Daimin. "The Effectiveness of Visual Rhetoric in Public Awareness Prints Advertising as a Social Culture Space in Malaysia." In International Colloquium of Art and Design Education Research (i-CADER 2014), 89–97. Singapore: Springer Singapore, 2015. http://dx.doi.org/10.1007/978-981-287-332-3_10.

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Çakır, Nilay Tan. "A Brief History of Rhetoric in Narrative Advertising." In Advances in Marketing, Customer Relationship Management, and E-Services, 151–63. IGI Global, 2019. http://dx.doi.org/10.4018/978-1-5225-9790-2.ch014.

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Abstract:
The term “rhetoric” is derived from the Greek word rhetor. In its original meaning, the term is known to be used for describing an “orator,” a term which refers to a person or a politician giving a speech in a public space or defending himself/herself in the court in Antique Age because in Greek city-states, social sphere was the place where spoken language and face-to-face communication prevailed in antique age conditions. Today, on the other hand, the population to be addressed has enlarged, and new platforms which can influence a number of people at the same time have emerged. Advertising is one of those platforms in which rhetoric is most frequently used because “persuading” the consumer is one of the most significant elements in advertising content. Besides, advertising is a persuasive narrative form and has strong influence in terms of rhetorical figures. In this chapter, a brief history of rhetoric is presented, and then a relationship between rhetoric and advertising narrative is established.
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"A Rhetorical Theory of the Advertisement." In Advertising Theory, 257–70. Routledge, 2012. http://dx.doi.org/10.4324/9780203149546-26.

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Conference papers on the topic "Rhetoric’s of advertising"

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Jiang, Xinzhuo, and Yue Cui. "The Effect of Rhetorical Strategies in Advertising English." In 2017 7th International Conference on Education, Management, Computer and Society (EMCS 2017). Paris, France: Atlantis Press, 2017. http://dx.doi.org/10.2991/emcs-17.2017.352.

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Yang, Ying. "On Deconstruction of Linguistic Signs in Rhetorical Activities—Taking Advertising Slogan as an Example." In Proceedings of the 2019 International Conference on Contemporary Education and Society Development (ICCESD 2019). Paris, France: Atlantis Press, 2019. http://dx.doi.org/10.2991/iccesd-19.2019.41.

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Shu, Jing-Wei, and Lin Wang. "Notice of Retraction Analysis on features of advertising English from perspective of aesthetic rhetoric." In 2013 International Conference on Quality, Reliability, Risk, Maintenance and Safety Engineering (QR2MSE). IEEE, 2013. http://dx.doi.org/10.1109/qr2mse.2013.6626006.

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Zhang, Yike, Junpei Ono, and Takashi Ogata. "An advertising rhetorical mechanism for single event combined with conceptual dictionary in narrative generation system." In 2011 7th International Conference on Natural Language Processing and Knowledge Engineering (NLPKE). IEEE, 2011. http://dx.doi.org/10.1109/nlpke.2011.6138221.

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Zhang, Yike, Junpei Ono, and Takashi Ogata. "Single Event and Scenario Generation Based on Advertising Rhetorical Techniques Using the Conceptual Dictionary in Narrative Generation System." In 2012 IEEE 4th International Conference on Digital Game and Intelligent Toy Enhanced Learning (DIGITEL 2012). IEEE, 2012. http://dx.doi.org/10.1109/digitel.2012.46.

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