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1
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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Mateus, Samuel. "THE HYBRID RHETORICAL ETHOS." Linguagem em (Dis)curso 21, no. 2 (August 2021): 197–209. http://dx.doi.org/10.1590/1982-4017-210203-11119.
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Abstract There are three main schools for the study of the ethos: the pragmatic-discursive; the symbolic interactionist, and the rhetorical one. This paper aims to give an encompassing and fuller perspective on the rhetorical ethos that can be useful to the contemporary uses of the persuasive communication, including media communication such as advertising or marketing communication. Primarily, it outlines the conceptual employments ethos has suffered by through different subjects. Subsequently, it briefly enumerates the major rhetorical traditions; lastly, it postulates the rhetoric ethos as a hybrid notion that includes both a projected and an intended dimension. We hope this distinction allows us to better will envisage the persuasive communication further than the forum/agora and its several digital uses in the 21th century.
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Rustam, Rabiah, Akbar Ali, and Muhammad Imran. "Exploring the Rhetoric of Deceit in Cyber Marketing for Education." Global Social Sciences Review IV, no. IV (December 30, 2019): 350–59. http://dx.doi.org/10.31703/gssr.2019(iv-iv).45.
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Current article aims to investigate the rhetoric used in one of the biggest scams in the history of online education known as the "AXACT scandal". The key purpose is to unfold the real situation by finding the strategies used for deception and to identify the fallacious tactics that stay hidden from the eyes of the website audiences. The research has not only attempted to recognize the rhetorical situation but also looks into the techniques of persuasion (logos, pathos and ethos) that were used in making the advertising claims. Further, the logical fallacies associated with the rhetorical appeals have been identified. The article finds that the deceptive rhetoric has been used in a number of ways in order to make the content persuasive. Moreover, there are a number of fallacious appeals that have been used to make the claims look attractive to the website visitors.
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Rossolatos, George. "Rhetorical Transformations in Multimodal Advertising Texts: From General to Local Degree Zero." HERMES - Journal of Language and Communication in Business 26, no. 50 (November 2, 2017): 97. http://dx.doi.org/10.7146/hjlcb.v26i50.97821.
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The use of rhetoric in advertising research has been steadily gaining momentum since the 1980’s. Coupled with an increased interest in multimodality and the multiple interactions among verbal, pictorial and auditory registers, as structural components of an ad filmic text, the hermeneutic tools furnished by traditional rhetoric have been expanded and elaborated. This paper addresses the fundamental question of how ad filmic texts assume signification from a multimodal rhetorical point of view, by engaging in a fruitful dialogue with various research streams within the wider semiotic discipline and consumer research. By critically addressing the context of analysis of a multimodal ad text in the course of the argumentation deployed by different approaches, such as Social Semiotics (Kress/Leeuwen 2001), Film Semiotics (i.e. Metz 1982, Carroll 1980, Branigan 1982), Visual Semiotics (i.e. Sonesson 2008; 2010, Eco 1972;1976;1986, Groupe " 1992), Consumer Research (i.e. Mick/McQuarrie 1999; 2004, Philips 2003, Scott 1994), the relative merits of a structuralist approach that prioritizes the distinction between local and general degree zero, as put forward by Groupe " (1992), are highlighted. Furthermore, the modes whereby rhetorical transformations are enacted are outlined, with view to deepening the conceptual tackling of degree zero of signification, while addressing its applicability to branding discourse and multimodal ad texts.
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Theodorakis, Ioannis G., Christos Koritos, and Vlasis Stathakopoulos. "Rhetorical Maneuvers in a Controversial Tide: Assessing the Boundaries of Advertising Rhetoric." Journal of Advertising 44, no. 1 (October 30, 2014): 14–24. http://dx.doi.org/10.1080/00913367.2014.930679.
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Smith, Jonas Heide, and Sine Nørholm Just. "Playful Persuasion." Nordicom Review 30, no. 2 (November 1, 2009): 53–68. http://dx.doi.org/10.1515/nor-2017-0151.
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Abstract The use of video games for advertising purposes is persuasive communication which directly involves the recipient in the construction of an argument. This form is becoming increasingly common, and the present article explores the phenomenon of game-based advertising. We begin by discussing the increased reliance on participatory and digital rhetoric. We then proceed to examine game-based persuasion in light of rhetorical theory, and we propose an analytical model for such games which is applied to three sample games. The analytical model takes into account the degree to which the game makes a self-contained argument, the degree to which the product or service is integrated into the game, and whether the game goal and learning goal overlap. Finally, we discuss perspectives for the integration of communication studies and game studies.
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López Paredes, Marco Vinicio. "La retórica en la imagen publicitaria en el Ecuador entre 1930 y 1940." kepes 12, no. 12 (December 3, 2015): 157–75. http://dx.doi.org/10.17151/kepes.2015.12.12.8.
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Biržietienė, Skirmantė, and Eglė Gabrėnaitė. "Eristic Argumentation in Advertising." Respectus Philologicus 26, no. 31 (October 25, 2014): 190–202. http://dx.doi.org/10.15388/respectus.2014.26.31.15.
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Advertising may be examined as a particular form of rhetoric the aims of which are the same as of rhetoric, namely to affect mind, will, feelings, and to persuade. The theory of rhetoric, the main object of which is discourse not only in narrow meaning (as verbal expression of ideas (i.e. to say text)), but also in broad meaning – as a communicative act between the addresser and the addressee since its interdisciplinary nature provides the right tools to explore the advertising discourse. The theory of rhetoric is successfully applied in development of advertising discourse, because it helps to foresee the communicative act between the addresser and the addressee. Advertising and rhetoric are combined by many common elements, but the same goal is the most important: both, rhetoric and advertising seek for persuasion through verbal and non-verbal measures.The paper deals with the analysis of the inventive level of advertising discourse, i.e., eristic arguments, spread of ways of proofing / persuasion. Eristic argumentation is a dominant argumentation type in advertising. This method of persuasion is a way to create truth visibility although it is just superficial. The most typical schemes of eristic argumentation used in advertising are as follows: argumentum ad vanitatem (appeal to the vanity of the addressee), argumentum ad verecundiam (appeal to the authority), argumentum baculinum (method of “whip” argument), argumentum ad novitatem (appeal to novelty). The article shows the usage of eristic arguments in Lithuanian commercial ads.
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Barroso, Paulo. "The ethical primacy of advertising rhetoric." Comunicação e Sociedade 25 (June 30, 2014): 360–75. http://dx.doi.org/10.17231/comsoc.25(2014).1880.
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What is the relationship between advertising and morals (this one as an object of ethical reflection)? Advertising does not depend on morality, but it can be moral or immoral. If advertising uses speech power to become effective, it is a rhetorical or a persuasive speech art requiring an ethical caution, because the goals are determined and do not justify the means. Advertising takes an ethical dimension, especially when it follows a cunning, fallacious or deceptive strategy. The topic of ethics is, sic et simpliciter, rational, dialectical and reflexive. Ethical issues are, as a rule, aporias. Thus, this paper focuses on a critical analysis of ethics in advertising and communication. The methodology is reflected in the conceptualization and questioning of advertising ethics as an aesthetic of rhetorical speech.
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Kjeldsen, Jens, and Aaron Hess. "Experiencing multimodal rhetoric and argumentation in political advertisements: a study of how people respond to the rhetoric of multimodal communication." Visual Communication 20, no. 3 (June 27, 2021): 327–52. http://dx.doi.org/10.1177/14703572211013399.
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Research into visual and multimodal rhetoric has been dominated by social scientific and textual perspectives that may not be able to provide documented understandings of how rhetorical objects are actually experienced by an audience. In this study, the authors engage in rhetorical protocol analysis through 10 in-depth interviews asking informants to make sense of selected political advertisements in the 2020 US election campaign. They examine the types of competing sensory elements found within the campaign texts and situations, which they term ‘multimodal incongruity’ and establish two types of cognitive frameworks informants use when engaging in the political rhetoric of the commercials: personal experience and cynicism. Personal experience allowed the informants to make sense of and argue against campaign messages. Cynicism often guided participants to unpack the generic conventions of political advertising, politics more generally, and opposing partisan strategies. Both interpretive frames – but the frame of cynicism, in particular – enable participants to critically distance their reading of and emotional response to the campaign commercials. This critical distancing reveals connections between rationality and emotionality through ‘deliberative embedding’, meaning that the emotional is understood in terms of and negotiated in relation to already established cognitive frameworks of information, opinions and cynical readings of the genre. The authors conclude the essay by reflecting on their methodological and theoretical insights regarding multimodal rhetoric.
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Topo, Handriyo, GR Lono Lastoro, and SP Gustami. "APROPRIASI METAFORA FILM IKLAN MANDIRI SECURITAS." Capture : Jurnal Seni Media Rekam 10, no. 1 (January 3, 2019): 27. http://dx.doi.org/10.33153/capture.v10i1.2181.
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<p align="center"><strong>Abstrak</strong></p><p> Film Iklan Mandiri Securitas merupakan film iklan mengunakan strategi retorika komunikasi visual empu keris sebagai pendekatan kreatifnya. Tema sebagai ide dasar penciptaaan film iklan Mandiri Securitas berusaha memahamkan tentang usaha kerja keras untuk menghasilkan detil dari kerja empu untuk menghasilkan bilah keris, dikreasikan dengan retorika metaforis untuk merepresentasikan citra Mandiri Securitas dalam melayani konsumennya mampu bekerja dengan baik atau tidak dengan melihat masing-masing peran dari domain retorika perkerisan dan retorika perbankan dikeduanya. Tujuan penelitian ini adalah untuk mengetahui secara kritis retorika metaforis dua domain itu dengan melihat masing-masing peran dari elemen-elemen pembentuk film iklan Mandiri Securitas. Metode penelitian ini mengggunakan deskriptif kualitatif dekontruksi dengan teknik “apropriasi minus one” melalui pembongkaran domain perbankan dan domain perkerisan untuk melihat posisi retorika metaforis filmis iklan Mandiri Securitas . Film iklan memuat elemen-elemen penyusunnya seperti visual, audio, efek “animated<em>”</em> serta “<em>voice over”</em> yang mendukung terbentuknya metafora iklan. Melalui apropriasi “<em>minus one</em>” dapat ditemukan posisi retorika visual domain “perkerisan” mampu membawakan pesan dari produk yang diinginkan oleh Mandiri Securitas , tetapi jika “<em>animated text</em>” dan “<em>voice over”</em> dihilangkan, maka tidak nampak hubungan retoris di keduanya. </p><p> </p><p>Kata Kunci: retorika, metafora, film iklan, perbankan, perkerisan</p><p> </p><pre><strong>Abstract</strong></pre><pre><strong> </strong></pre><p><br /> <em>Mandiri Securitas Advertising Film is an advertising film using the rhetoric strategy of visual communication of the kris masters as a creative approach. The theme as a basic idea for the creation of the Mandiri Securitas advertisement film seeks to understand the effort of working hard to produce details from the master's work to produce a keris blade, created with metaphorical rhetoric to represent the image of Mandiri Securitas in serving its customers whether they can work well or not by looking at each the role of the political rhetoric domain and banking rhetoric in both.</em><em> </em><em>The purpose of this study was to critically identify the two domain metaphorical rhetoric by looking at each role of the constituent elements of the Mandiri Securitas advertising film. This research method uses descriptive qualitative deconstruction by </em>"appropriation minus one"<em> technique through the dismantling of the banking domain and the domain of perkerisan to see the position of the filmmatic metaphorical rhetoric of the Mandiri Securitas advertisement. Advertising films contain constituent elements such as visual, audio, animated effects and voice over that support the formation of advertising metaphors. Through appropriation </em>"minus one"<em> can be found the position of visual rhetoric of the keris domain is able to deliver messages from products desired by Mandiri Securitas , but if "</em>animated text<em>" and "</em>voice over"<em> are removed, there is no rhetorical relationship in both.</em></p><p> </p><pre><em>Keyword: rhetoric, metaphora, advertising film, banking,</em> kris</pre>
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Yoka, Charikleia, and Evangelos Kourdis. "Cultural semiotics, translatability, and informational loss in visual texts of the biotech industry." Sign Systems Studies 42, no. 4 (December 31, 2014): 499–516. http://dx.doi.org/10.12697/sss.2014.42.4.04.
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The paper examines a specific advertising campaign of a biotech company characteristic of the whole biotech industry and discusses how the evocation of universal values, such as the protection and correct management of the planet’s resources, the struggle against poverty and against the shortage of raw materials, the support of farmers and their families, distorts information about nature, global agriculture and the biotech industry’s products. This distortion is a necessary and vital part of this industry’s existence. The rhetorical techniques of conscious informational repression and distortion, which are often discussed only in terms of informational loss, are expressly evident and even taken to their extremes in the case of biotechnology. Yet on the other hand they are characteristic of a translation process that takes place in the rhetoric of advertisement in general, as is evident in the use of Göran Sonesson’s translation model which we suggest is appropriate for the definition and study of advertising codes.
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Devos, Anastasiia. "STILISTIC FEATURES OF FRENCH SOCIAL ADVERTISING." Naukovì zapiski Nacìonalʹnogo unìversitetu «Ostrozʹka akademìâ». Serìâ «Fìlologìâ» 1, no. 10(78) (February 27, 2020): 153–55. http://dx.doi.org/10.25264/2519-2558-2020-10(78)-153-155.
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The article is devoted to the study of social advertising as a special kind of French advertising discourse, namely to identify the basic stylistic means inherent in advertising discourse. Particular attention was paid to identifying characteristic stylistic figures and defining their functions in social advertising. It is worth noting that the discourse of French social advertising is most characterized by the use of such rhetorical figures as syntactic parallelism, antithesis, repetition, play of words, rhetorical questions and rhyme. Among all the above stylistic figures, the most common in social advertising is syntactic parallelism, which is simultaneously accompanied by different types of repetitions. Another stylistic tool that is also quite common in French social advertising texts is the antithesis. As has been demonstrated in the previous examples, antithesis is usually accompanied by syntactic parallelism, which is built on contrasts and oppositions of certain concepts. Another stylistic technique that is very characteristic of the discourse of French social advertising is the play of words. Advertisers often refer to this rhetorical tool because the use of wordplay renders the advertisement more original, gives it luminance and sometimes even ironic sound. We would like to emphasise that through a system of artistic imagery, linguistic and stylistic means, advertising posters highlight what excites contemporary society and offer ways to solve pressing societal problems.
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Talaue, Gilbert Macalanda. "Aristotle's Rhetorical Triangle in Advertising." Journal of Media Management and Entrepreneurship 2, no. 2 (July 2020): 54–71. http://dx.doi.org/10.4018/jmme.2020070104.
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This study aims to validate the influence of Aristotle's rhetorical triangle—ethos, pathos, and logos—to the behavior of Saudi Arabian consumers, focusing particularly on consumer product. Quantitative and qualitative methods including descriptive research design were used. Two hundred respondents participated in the study. Results shows that age has impact to influence respondent's preference of Aristotle's rhetorical appeals. However, educational attainment has no influence on respondents' behavior towards Aristotle's rhetorical appeals. Fifty-seven percent 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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Sergeeva, Elena V., and Hong Ngok Vu. "Features of speech influence in advertising educational services on the Internet." Media Linguistics 8, no. 1 (2021): 71–82. http://dx.doi.org/10.21638/spbu22.2021.106.
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The article is devoted to the features of speech influence in online advertising of educational services. Educational advertising is a type of advertising aimed at promoting educational services, which aims to form the addressee’s belief in the need to use the services of the advertised educational institution. It is argued that the specificity of pedagogical advertising discourse is determined by the goal setting, the importance of the offer to the recipient, the characteristics of the advertised object and the difficulty of carrying out manipulative influence due to the verifiability of the result. Informational, admonishing, and reminiscent ads are highlighted. Pedagogical advertising is characterized by specific features of methods of speech influence and manipulative tactics. Among the methods of speech influence, the most effective is the method of persuasion. No less important is the role played by the methods of inducement, suggestion and imitation. A characteristic feature of educational advertising is the active use of logical arguments when creating arguments. Using emotional arguments helps to increase the impact of an advertisement’s message. By influencing consumer’s emotions, the addresser offers not only educational services, but also positive emotions. When building an emotional argument in educational advertising, emotional and emotional-evaluative vocabulary is used primarily to arouse positive emotions associated with an educational institution in the recipient. It has been determined that the most frequent means of speech influence in pedagogical advertising are positive evaluative vocabulary and vocabulary with emotional and expressive coloring, a verb in the imperative mood, rhetorical means of expression, and above all tropes and figures. The article reveals that advertising texts in the educational sphere have a large number of expressive syntactic constructions and rhetorical figures (first of all, repetition, question-answer constructions, rhetorical appeal, rhetorical exclamation, antithesis). Manipulative speech influence in educational advertising is not frequent. In the pedagogical advertising text, two main manipulative tactics are distinguished: manipulations based on weaknesses and manipulations based on needs.
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Dahlberg, Leif. "Put a Tiger in Your Text." Nordicom Review 31, no. 1 (June 1, 2010): 103–14. http://dx.doi.org/10.1515/nor-2017-0123.
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Abstract The subject of this article is the extensive use of metalepsis as an argumentative and rhetorical device in media discourse, and in particular in advertising. Metalepsis, a form of metonymy, sets up an inverted relation – causal, logical or contiguous – between terms and/or objects, either as an aesthetic effect or a means of persuasion. The first part of the article discusses the use of metalepsis in literature and film; the second part discusses the use of the figure in mass media and advertising; the third part discusses the relation between advertising, art, and popular culture. The final part of the article discusses the pervasive use metalepsis in advertising. Since metalepsis is a powerful rhetorical device, I have chosen the figure of the tiger to illustrate how it operates in advertising and media discourse.
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Ferri, Gabriele. "Rhetorics, Simulations and Games." International Journal of Gaming and Computer-Mediated Simulations 5, no. 1 (January 2013): 32–49. http://dx.doi.org/10.4018/jgcms.2013010103.
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Oiligarchy (Pedercini (Molleindustria), 2008) and Phone Story (Pedercini (Molleindustria) & Yes Lab, 2011) are two apparently simple games that integrate game-based and simulational components in a wider rhetorical discourse. It is reductive to consider these satires as simple “gamified” pieces: their use of simulations as well as ludic elements is functional to a political rhetoric that cannot be reduced to mindless escapism. Oiligarchy is a piece raising awareness on the dependency of Western societies on oil. It simulates oil-extraction using mathematical models to describe the decline of production rates; it also employs game mechanics to confute the player's initial assumptions and to propose a persuasive message. Phone Story is a playable satire of Apple advertising, simulating the “identity correction” genre adopted by political activists. This piece also features ludic mechanics to create a complex discourse enhancing its satirical effectiveness. These examples show the potentialities of an overlapping between simulation, playful elements and rhetorical persuasion - suggesting their mutual compatibility and stressing the need for further research in this area.
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Philippova, O. V. "Advertising Genres in the Lessons of Rhetoric: from Analysis to Creation." Russian language at school 81, no. 2 (March 20, 2020): 13–20. http://dx.doi.org/10.30515/0131-6141-2020-81-2-13-20.
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The aim of this study was to substantiate what theoretical knowledge in the field of advertising should be taught, what criteria for the selection of advertising texts should be applied, how such practical training activities of students should be structured. The results of the study were obtained on the basis of teaching practice, literature analysis, interviews of students and teachers. It is shown that the awareness of the structure and linguistic features of advertisement is of great theoretical and practical importance for high-school students, correlating with the personal, metasubject and subject outcomes of mastering the curriculum. Knowledge in the field of advertising genres and assignments aimed at analysis of advertising texts foster students’ ability to distinguish between direct and indirect methods of persuasion, as well as to identify language tools that structure different advertising genres. It is concluded that the development of students’ knowledge about the functions and structure of advertising texts, genre varieties and speech persuasion techniques develops linguistic intuition, the ability to select compositional elements and language tools that are significant for the advertising genres.
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Stathakopoulos, Vlasis, Ioannis G. Theodorakis, and Eleni Mastoridou. "Visual and verbal rhetoric in advertising." International Journal of Advertising 27, no. 4 (January 2008): 629–58. http://dx.doi.org/10.2501/s0265048708080177.
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McQuarrie, Edward F., and David Glen Mick. "Figures of Rhetoric in Advertising Language." Journal of Consumer Research 22, no. 4 (March 1996): 424. http://dx.doi.org/10.1086/209459.
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Bulmer, Sandy, and Margo Buchanan‐Oliver. "Visual Rhetoric and Global Advertising Imagery." Journal of Marketing Communications 12, no. 1 (March 2006): 49–61. http://dx.doi.org/10.1080/13527260500289142.
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Grishcheva, E. S. "LINGUISTIC INTERPRETATION OF THE ADVERTISING: BASIC TRENDS OF RESEARCH." Review of Omsk State Pedagogical University. Humanitarian research, no. 28 (2020): 69–72. http://dx.doi.org/10.36809/2309-9380-2020-28-69-72.
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Currently, media linguistics is actively studying the functioning of the language in the field of mass communications, including advertising. The article examines the advertising phenomenon in the linguistic aspect through its interpretation in such traditional areas of knowledge as rhetoric, stylistics, speech culture, communication theory, text linguistics. The emphasis is made on the specifics of determining the status of advertising in the framework of the named sciences, basic concepts, categories, properties and problems of advertising, which is significant for each field of knowledge.
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Katranjiev, H., I. Velinov, and K. Radova. "Usage of rhetorical figures in advertising slogans." Trakia Journal of Science 14, no. 3 (2016): 267–74. http://dx.doi.org/10.15547/tjs.2016.03.012.
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Pronicheva, O., and I. Pankova. "Addressee Factor in Contract Military Service Advertising: Cognitive and Rhetorical Aspects of the Study of Language Persuasive Means." Scientific Research and Development. Modern Communication Studies 9, no. 6 (December 9, 2020): 67–73. http://dx.doi.org/10.12737/2587-9103-2020-67-73.
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A cognitive-rhetorical approach to the study of persuasive techniques and means in texts of contract military service advertising is represented in the article. The article demonstrates that social advertising is a necessary form of army institutional discourse and is in search of means of persuasion, with the help of which it is possible to attract more people who want to join the ranks of the armed forces. The addressee of the advertising message becomes the most important component of the situation, while the code becomes the text focused on satisfying presuppositions, intentional expectations of the addressee. The connection of cognitive and rhetorical aspects allows us to demonstrate the possibility of the influence of the used language tools on the addressee in order to create opinions and preferences among the target audience groups that, in turn, contributes to the formation of a stable reputation of the institute in the public mind.
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Khalid Al-Gublan, Badriah, and Linda J. Rice. "A Psycholinguistic Study of Political Rhetoric of Fear." International Journal of English Linguistics 10, no. 6 (September 23, 2020): 245. http://dx.doi.org/10.5539/ijel.v10n6p245.
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Political campaigns are dynamic struggles between candidates to define the informational context for voters. Early studies (Kaid, 1981, 1994a, 1994b) suggested that political advertising has cognitive and behavioral effects on voters. It communicates the brand promise of a candidate blending functional and emotional benefits that voters gain from their relationships with a candidate.
This study, based on Lakoff’s Framing Model (LFM, 2004), proposes a pragmatic model for the analysis of a political election rhetoric. Within this pragmatic model, it is shown that in such a rhetoric the process of choosing variables of mental and psychological strategies is used. Such a process can be understood as the outcome of producers’ choice making, dynamic negotiation and linguistic adaptation. The analysis of a political discourse makes it possible to see how frames are powerful rhetorical entities that motivate audience to filter their perceptions of the world. It presents evidences to the claim that a candidate’s speech using ‘rhetoric of fear’ appeals to the audience. Contradicted reactions appear: some audience react feeling ‘fearful’ while others respond feeling ‘protected’ or ‘heard’ that a candidate is listening to their concerns and willing to fulfil them. It also shows how the institutionalized use of strategy language has implications: some of these emerge from the genre itself while others derive from situation; specific choices.
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Piontek, Dorota. "Progressive and conservative rhetoric in political advertising." Przegląd Politologiczny, no. 3 (October 8, 2019): 5–14. http://dx.doi.org/10.14746/pp.2019.24.3.1.
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Punktem wyjścia badania referowanego w niniejszym artykule jest koncepcja retoryki progresywnej i konserwatywnej Hugh Ranka. Stosowane w reklamie, typy te są pochodną stosunku podmiotu działającego do określonej korzyści i charakteryzują się pewnymi stałymi cechami. Celem badania było zweryfikowanie założenia, że w oparciu o analizę komunikatów reklamowych konkretnych podmiotów politycznych uprawnione jest wnioskowanie, czy ubiegają się one o reelekcję, czy też aspirują do władzy, której aktualnie nie mają. Przedmiotem badań były treści reklamowe sponsorowane przez komitety wyborcze, emitowane podczas polskiej kampanii parlamentarnej w 2015 r. w ramach bloków audycji wyborczych przez TVP, którą do nieodpłatnej emisji reklam obliguje ustawodawca. Analiza ma charakter jakościowy i dokonana została w oparciu o spoty wyborcze komitetów, których kampania zakończyła się sukcesem, tzn. które zdobyły reprezentację parlamentarną.
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Patterson, Patrick Hyder. "Truth Half Told: Finding the Perfect Pitch for Advertising and Marketing in Socialist Yugoslavia, 1950–1991." Enterprise & Society 4, no. 2 (June 1, 2003): 179–225. http://dx.doi.org/10.1017/s1467222700012222.
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Beginning in the 1950s, advertising and marketing specialists in Yugoslavia campaigned aggressively to change public and official perceptions of their work. By casting commercial promotion in terms of categories already established as legitimate in the ideology of Yugoslav socialism, the industry gradually naturalized advertising and marketing, transforming them from suspect capitalist practices into apparent necessities of progressive, rational production and distribution. Although the rhetoric used in this campaign consistently appealed to socialist values, in practice Yugoslav advertising and marketing were largely based on Western models. Yugoslav commercial promotion was only superficially “socialist advertising”; practitioners' arguments tended to obscure the true qualities of the industry.
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Alousque, Isabel Negro. "Determining the Rhetorical Nature of Visuals in Advertising." Procedia - Social and Behavioral Sciences 173 (February 2015): 234–40. http://dx.doi.org/10.1016/j.sbspro.2015.02.058.
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Smith, Karen. "Rhetorical figures and the translation of advertising headlines." Language and Literature: International Journal of Stylistics 15, no. 2 (May 2006): 159–82. http://dx.doi.org/10.1177/0963947006063745.
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In advertising texts, the most important linguistic element is the headline. The function of the headline is to persuade readers to continue reading the remaining body text and, ideally, buy the advertised product. Using a corpus of 45 English-language advertisements and their translated Russian pairs, this article investigates what happens to rhetorical figures in the translation process. Three broad translation strategies are identified (transference, source-language-orientated and target-language-orientated) and their implications discussed in detail. The use of transference (untranslated retention of original) highlights the foreignness of the product being advertised, relying on the source culture’s attractiveness to the target audience. The most popular strategies are those which are source-language-orientated, maintaining the source meaning in the target headline. These strategies, often resulting from advertisers’ insistence on following a model advertisement, have the greatest impact on the use of figures, and examples of compensation, loss and addition can be found. When target-language-orientated strategies are employed, translators have more freedom to create headlines using rhetorical figures. The article ends by suggesting that the analysis of translated Russian advertising headlines offers another concrete example of the globalizing tendencies of large corporations and the power they exercise in shaping contemporary media discourses.
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Eko Hardiyanto, Fahrudin. "Prophetic Rhetoric Values in Political Election Campaign Discourse." TRANSFORMATIKA: JURNAL BAHASA, SASTRA, DAN PENGAJARANNYA 2, no. 1 (April 13, 2018): 13. http://dx.doi.org/10.31002/transformatika.v2i1.542.
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<p>Pilkada 2015 which took place in 21 regencies and cities in Central Java worth to be examined in terms of the use of political advertising embodied in the form of banners/billboards. The role and whereabouts of political advertising will help determine the public support of the candidates. This study aims to reveal the values of prophetic rhetoric on political discourse pilkada in 2015 in Central Java. Methods and techniques of data collection in this study is a method refer to the technique of free libat captive, recording techniques, and record techniques. Three stages of analysis used in this study, namely data reduction, data presentation, and description of conclusions and verification. To answer the questions and needs of the research, the researcher analyzed the research data in the form of banners and baliho pilkada 2015 in Central Java through observation technique and refers to the note that existed in the discourse fragment of advertisement which is supposed to be a statement which is the values of discourse of prophetic rhetoric. Based on the results of analysis on the political election advertising discourse concluded that there are various prophetic rhetoric which is the embodiment of the main values humanist, liberative, and transcendent.</p>
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Bai, Zhihong. "The Characteristics of Language in Cosmetic Advertisements." Theory and Practice in Language Studies 8, no. 7 (July 1, 2018): 841. http://dx.doi.org/10.17507/tpls.0807.16.
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Advertising plays a vital role in the development of society and economy. Its function can not be underestimated. Advertising language is a special applying language when it compares with others like literary and technological languages. It has become an indispensable part of daily life because of its particular characteristics. It makes a brief introduction into the definition, function of advertising at first in this paper. Then, it mainly summarizes and analyzes the linguistics characteristics of cosmetic advertisements at lexical, rhetorical levels and sentence structure. Through the analysis of cosmetic advertisements, the linguistic features of advertisements are summarized. It is important for people to understand the beauty of language in advertisements.
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El-Dali, Hosni M. "The Language of Consumer Advertising: Linguistic and Psychological Perspectives." Studies in Linguistics and Literature 3, no. 2 (April 12, 2019): 95. http://dx.doi.org/10.22158/sll.v3n2p95.
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<em>This study examines the consumer advertising which is directed towards the promotion of some product or service to the public. The study, however, is not meant to exhaust all the aspects of this particular discourse, or present an answer to all the problems it poses. Rather, it aims at uncovering the basic elements of the most pervasive, influential and inescapable discourse of the 21st century; the advertising text. It focuses on the interaction of language, image and layout, and examines advertising persuasive strategies. In doing so, it draws on various linguistic (particularly pragmatic, psycholinguistic and sociolinguistic) theories. In addition, this study provides analyses of some ads, using different ways of interpretations; and ends with a discussion on the interrelationship between culture (schemes) and advertising discourse. In this connection, instances from the Egyptian media, and their analyses are provided, with a view to clarifying some rhetorical categories in Arabic Advertising, and showing that texts construct meaning through interaction with other types of discourse, and inseparable from the culture of the advertising text.</em>
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Niwa, Ayana, Naoaki Okazaki, Kohei Wakimoto, Keisuke Nishiguchi, and Masataka Mouri. "Construction of a Corpus of Rhetorical Devices in Slogans and Structural Analysis of Antitheses." ACM Transactions on Asian and Low-Resource Language Information Processing 20, no. 6 (November 30, 2021): 1–26. http://dx.doi.org/10.1145/3465218.
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An advertising slogan is a sentence that expresses a product or a work of art in a straightforward manner and is used for advertising and publicity. Moving the consumer's mind and attracting their interest can significantly influence sales. Although rhetorical techniques in a slogan are known to improve the effectiveness of advertising, not much attention has been devoted to analyze or automatically generate sentences with the techniques. Therefore, we constructed a large corpus of slogans and revealed the linguistic characteristics of the basic statistics and rhetorical devices. Another point of focus was antitheses, of which the usage rates are relatively high and which have a specific sentence structure and lexical constraints. The generation of a slogan that contains an antithesis necessitates the structure of sentences, known as templates, to be extracted and also requires knowledge of word pairs with semantic contrast. Thus, the next step involved analysis of the structure to extract the sentence structure and lexical knowledge about the antithesis. Despite its simple architecture, the proposed method exceeds the prediction accuracy and efficiency of a comparable method. Lexical knowledge that is not available in existing dictionaries was also extracted.
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Franco, Eduardo Assunção. "Retórica, religião e publicidade: análise da campanha “Eu sou a Universal”." Revele: Revista Virtual dos Estudantes de Letras 8 (January 23, 2015): 63. http://dx.doi.org/10.17851/2317-4242.8.0.63-79.
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A Igreja Universal do Reino de Deus veiculou, durante os anos de 2013 e 2014, a campanha publicitária “Eu sou a universal”, provavelmente com o propósito de “frear” a debandada de fiéis e arrebanhar novos adeptos. Os oradores se valem de um forte discurso de superação sempre amparado na sua filiação a essa instituição. Em nossa análise, procuramos verificar se a campanha utiliza a tríade retórica criada por Aristóteles – ethos, pathos e logos – de forma equitativa. Buscamos detectar nela, ainda, as partes do texto retórico: inventio, dispositio, elocutio, actio e memoria.Abstract The Igreja Universal do Reino de Deus aired during the years 2013 and 2014, the advertising campaign "I am the universal", probably in order to "curb" the stampede of worshipers and garner new fans. The enunciators make use of a strong speech on overcoming always supported their affiliation to this institution. In our analysis, we verify if the campaign uses the rhetorical triad created by Aristotle - ethos, pathos and logos - fairly. We seek to detect it, even the parts of the text rhetoric: inventio, dispositio, elocutio, actio and memoria.
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Mazzali-Lurati, Sabrina, Chiara Pollaroli, and Daniela Marcantonio. "The Rhetorical and Argumentative Relevance of "Extreme Consequence" in Advertising." Informal Logic 39, no. 4 (December 14, 2019): 497–530. http://dx.doi.org/10.22329/il.v39i4.6046.
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The “extreme consequence” is a very common pattern in advertising messages that presents an odd, even negative, situation resulting from the use of the advertised product as a good reason to buy it. By analyzing selected advertisements employing this pattern using the conceptual integration theory and the Argumentum Model of Topics, we aim to understand how “extreme consequence” works at the rhetorical and argumentative levels. The analyses allow us to detect the typical, generic, cognitive, and argumentative structure underlying the pattern and to identify the rhetorical and argumentative role played by its main components, namely exaggeration and cause-effect relation.
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Crewe, Louise, and Annie Wang. "Gender inequalities in the City of London advertising industry." Environment and Planning A: Economy and Space 50, no. 3 (January 30, 2018): 671–88. http://dx.doi.org/10.1177/0308518x17749731.
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This paper explores gender relations in the City of London advertising industry. It argues that the gender imbalance in the highest ranking positions and the stifled career progression of women in the industry are a result of social, structural and institutional factors rather than individual choice, lack of ‘talent’ or the absence of mentors or appropriate role models. We discuss the organisation and spatiality of the advertising industry in London, significance of social networking within and beyond the firm, and problematise the notion that female childbearing and caring are the primary determinants of women’s truncated career trajectories in advertising. The research reveals that whilst age, gender and domestic divisions of labour combine to reinforce occupational sexual divisions of labour in the advertising industry in London, these inequality regimes are amplified by the industry’s precariousness, informality and requirements for flexibility. Attempting to explain away gendered divisions of labour solely on the basis of women’s role in social reproduction deflects attention away from other key determinants of inequality, most notably the pace of advertising work and the geographical concentration of the industry within London. These are further accentuated by deep-rooted forms of homophily and homosociality – those unspeakable inequalities that call into question the dominant post-feminist rhetoric that ‘all the battles have been won’ . We analyse the ways in which homosociality has been crucial in maintaining insidious sexism which has made it very difficult for female creatives to obtain the most prestigious roles at work. Taken together, the organisation and geography of the sector, the rhetoric of buzz and egalitarianism, the ‘motherhood myth’ and the homophilic practices at work within advertising combine to create deep and enduring gendered inequalities.
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Huhmann, Bruce A., and Pia A. Albinsson. "Does rhetoric impact advertising effectiveness with liking controlled?" European Journal of Marketing 46, no. 11/12 (November 9, 2012): 1476–500. http://dx.doi.org/10.1108/03090561211259943.
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Malyuga, Elena N., and Barry Tomalin. "Key Creative Features of Syntactic Design in English-Language Advertising Discourse." International Journal of English Linguistics 10, no. 5 (July 14, 2020): 145. http://dx.doi.org/10.5539/ijel.v10n5p145.
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The study suggests that the patterns of syntactical arrangement should be viewed as indispensable creative features in designing advertising messages and postulates that three crucial aspects need to be addressed in order to comprehensively describe the specifics and benefits of a well-reasoned application of syntactic inventory of the English language for the purposes of constructing advertising texts. The three aspects—namely sentence type, message length and rhetorical tropes—are discussed at length from the discursive-pragmatic point of view and drawing on the texts of English-language advertisements of non-specific thematic affiliation. The study uses continuous sampling to ultimately make out the most commonly utilized sentence types, the most extensively preferred promotional message length, and the most frequently registered syntactic rhetorical tropes. The latter are further on filtered down to make up a list of seven syntax-driven rhetorical tropes of the most valid efficiency, followed by substantiation and analysis thereof. The study makes a number of conclusions suggesting that ad efficiency is strongly premised on the adequate comprehension and application of syntactic inventory, which implies selecting the most appropriate sentence type, considering the benefits of syntactic compression, positioning the arguments in the most advantageous way possible, and making use of the most expedient syntactic rhetorical tropes in order to garner the attention of a potential consumer, add an element of surprise and build up a more favorable attitude towards the product being advertised.
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Pollaroli, Chiara, and Andrea Rocci. "The argumentative relevance of pictorial and multimodal metaphor in advertising." Journal of Argumentation in Context 4, no. 2 (October 19, 2015): 158–99. http://dx.doi.org/10.1075/jaic.4.2.02pol.
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In this article we present an exploratory investigation of pictorial and multimodal metaphors appearing in print product advertisements; the aim is to ascertain their relevance for the arguments that the ads put forth. Departing from the working hypotheses that advertising is an argumentative activity type employing pictorial and multimodal metaphors, and that these are often examples of visual argumentation, we analyze a small corpus of print product ads by employing the theoretical frameworks offered by Blending Theory and the Argumentum Model of Topics. This allows us to reconstruct the enthymematic structure of advertising arguments highlighting the correspondence between rhetorical tropes and argumentative loci.
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Stănese, Radu. "Aspects of anthropomorphism in food advertising." Sæculum 47, no. 1 (July 1, 2019): 176–84. http://dx.doi.org/10.2478/saec-2019-0017.
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AbstractThe article outlines the evolution of anthropomorphism, from the prehistoric phase in the contemporary one, along with related concepts such as animism and personification. A number of food brands now use this metaphorical language to influence consumers behavior. Anthropomorphic archetype becomes thus the stereotype of communication strategies and the environment in which messages propagate is governed by the paradigm of corporeality. The rhetoric of many advertising campaigns “sex exploits” successfully the cliché of carnal seduction, namely to arouse gastronomic appetite by the erotic appetite.
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Handriyotopo, H. ,., GR Lono Lastoro, and SP Gustami. "METAFORA DAN IDIOLOGI FILM IKLAN MANDIRI SECURITAS." Brikolase : Jurnal Kajian Teori, Praktik dan Wacana Seni Budaya Rupa 10, no. 2 (January 23, 2019): 173. http://dx.doi.org/10.33153/bri.v10i2.2332.
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<p><em>The Mandiri Securitas advertisement film is a corporate advertisement that contains a persuasive message to increase brand image as a leader in investment in the Stock Exchange or trusted banking investment in Indonesia. The metaphor in the Mandiri Securitas advertisement contains cinematographic images that borrow keris culture to be sided with banking culture. This qualitative descriptive study uses a semiotic approach to appropriate verbal and visual messages from the system of rhetorical marks "Minus One". The content of visual rhetoric and verbal rhetoric on the Mandiri Securitas advertisement was reviewed by Roland Barthes's semiotic theory, because it was considered capable of uncovering the relationship of the sign meaning behind the denotative marker system and connotative markers from the ideology of Mandiri Securitas advertisements with the theme of empu keris (keris maker). The results of this study prove that the application of the "Minus-One" method is very helpful to find and recognize the roles played by the constituent elements of a film construction. The Mandiri Securitas advertisement film is an example of the appropriation of the tradition world for the benefit of the modern world. The tradition world is not displayed in its entirety as it is, but is displayed partially and determined based on the image of the modern world wants to construct as an imagery form of advertising.</em><em></em></p><p align="center"><strong> </strong></p><p><strong><em>Keywords</em></strong><em>: Metaphor, rhetoric, Semiotics, and ideology</em></p><p><strong> </strong></p>