Relevant bibliographies by topics / Rhetoric’s of advertising

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

Author: Grafiati
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 (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
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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 (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. B
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Gabrėnaitė, Eglė. "The Rhetoric Topic of Borrowing in Advertising." Respectus Philologicus 28, no. 33A (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 con
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Barroso, Paulo. "Rhetoric of affections: advertising, seduction and truth." Media & Jornalismo 19, no. 34 (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 (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 effe
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Tham, Jason. "Persuasive-Pervasive Technology." International Journal of Semiotics and Visual Rhetoric 2, no. 1 (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 implica
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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 (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
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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 (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
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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 (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 advertise
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Biržietienė, Skirmantė. "Rhetoric of Lithuanian Social Advertising: The Ways to Persuade." Respectus Philologicus 22, no. 27 (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 l
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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. Šokiruo
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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 thi
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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
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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 m
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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
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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.<br>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 compon
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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
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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. University of Illinois Press, 1997.

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

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

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

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Nihon no kopī besuto 500. Senden Kaigi, 2011.

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

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

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

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

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Sŏ, Ŭn-a. Sinmun kwanggo wa ŏnŏ. 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. 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. 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. 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. 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. 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. 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. 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). 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. IGI Global, 2019. http://dx.doi.org/10.4018/978-1-5225-9790-2.ch014.

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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. 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). 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). 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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