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Rhetorical Devices In Advertising

778 Words4 Pages

The propaganda of World War II and invention of the television of the 1960’s has evolved into the modern-day advertisement and marketing techniques society indulges itself with, illustrating mankind has always been “communicating with one another…[and] persuading one another” (bfw Advertisements). The wide range of products advertised in today’s market include: clothing, restaurants, automobiles, medication, and laptops often sponsored by billion-dollar companies. The primary rhetorical devices that allow advertising to be such a successful method in persuading the public to purchase a wide arrange of products include: use of logos, ethos, and pathos. Logos is persuasion through use of facts or statistics, ethos is persuasion by building up …show more content…

A research study conducted by famous neuroscientist, Antonio Damasio, applied the psychological theory of dual processing to analyze people’s decision-making process. He concluded that the brain “instinctively [makes] an emotional decision and
[rationalizes] it later” (Mullin). My target audience being individuals with low self-esteem, I utilize the psychological effects of images and diction to persuade the audience that participating in the free trial will benefit them. According to the theory of “emotional contagion”, if a personal connection is made with an emotion exhibited by an image, the reader experiences a chain reaction of experiencing parallel feelings (Mullin). The image of a guy breaking down in front of his computer as my title page directly relates to my target audience, making them remember instances in which they had similar feelings, persuading them that this is a free trial intended to improve their lives. Finally, incorporating words and phrases throughout my cover page that a person with low self-esteem would ask themselves, will relate with my target audience emotionally on an even deeper level. Also known as “trigger words”, these phrases will “trigger” similar emotions evoked by the title page image (Mullin). As a result, my target audience would be persuaded to continue reading through my free trial form, alongside building trust in my company through the logos and ethos utilized, and ultimately participate in the Hormone K free trial (Mullin). Incorporating these aspects in my cover page is very effective because the “right emotional trigger words take the same basic message to all new heights”

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