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Visual Rhetoric In Advertising

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The majority of the advertisements contain visual components to trigger an emotional reaction, form or change an attitude or just force a behaviour (Mitchell, 1986). In addition, visual rhetoric is the term used to describe images that contain rhetoric. Rhetoric, as a term, dates back to Greece and in that period it meant communicating a message (Foss, 2011). Nowadays, it has the same meaning and in terms of advertising suggests the communication of a message through an image. Branches of visual rhetoric are visual metaphors, optimal innovations, irony and animation. Visual metaphor is the form of comparing and connecting two different objects thus the one taking the properties of the other (Jeong, 2008). Optimal innovation suggests a break-through and a unique way of depicting an object, event or scene (Wojtaszek , 2011). Irony expressed through an image has the traits of pleasure and persuasion in advertisements (Stern, 2012) and animation in advertisements does not focus only in children but also adults as a method of persuasion (Bush, Hair, & Bush, 1983). Therefore, in order to trigger persuasive effects a lot of methods are used; in this particular study there are three broad bodies that this research is based on. First we introduce an overview of fear appeal and how it influences the attitudes of the public then the role of humour in …show more content…

Firstly, the recipient acknowledges the threat derived from the advertisement; the more vulnerable the individual is concerning the threat the more prone he is to begin the second appraisal, which essentially is the evaluation of the perceived efficacy. Needless to say that if the fear appeal and its components are weak then the recipient just ignores the message (Witte & Allen,

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For many years, companies have utilized advertising as a useful tool to promote their brands, convey a message, or sell their products. In today’s world, advertisements can be seen almost everywhere from enormous billboards along highways to a diminutive ads on a phone. But not all advertisements are successful. To convey a message, advertisements must contain rhetorical devices such as pathos, logos, and ethos. A good example of how rhetorical devices are used to persuade an audience is the Edward Jones “Nine Days” commercial.

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Following these conclusions, I gather that I will use visual rhetoric when I am marketing my own hospitality endeavor. I will use images/visuals that correspond to my company’s mission and values. I will think about my audience and staff to see how visual rhetoric affects them. Furthermore, I will ask questions and seek out guidance from professionals when using marketing choices, to make sure I can appeal to

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Rhetorical strategies including pathos, ethos, and logos are stylistic elements often used as a persuasion technique to get an audience to either buy a product or participate in something. Advertisements almost always have at least one of these three components, and Super Bowl commercials specifically are renowned for their entertaining use of these strategies. Of the many Super Bowl commercials, two stood out to me for their in-depth use of all three of these rhetorical strategies. The first commercial combines the extreme measures taken by an overprotective dad and the new Hyundai Genesis. These two seemingly unlike ideas are brought together in a collaboration that effectively use pathos, ethos, and logos to prove the audience of their product.

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The Use of Rhetorical Devices in the “Google Home” Super Bowl Commercial Companies and other forms of media strategically use the three rhetorical appeals, ethos, pathos, and logos, to market goods and/or promote ideas. The appeals have been used for centuries are still prevalent in all types of modern day propaganda. If used correctly, ethos, pathos, and logos can be used as clever tactics to engrain information into the brains of consumers. One of the more notable ways that brands use these appeals are commercials. Google, the world’s most famous multinational technology company, used the three appeals to reach success.

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During Super Bowl Sunday, millions of people across the globe tune in to watch the game while also gawking at some of the most popular commercials of the year. Coca-Cola presented its commercial “Love Story” during this past Super Bowl. They are known for having memorable and popular advertisements, this past one was no different. “Love Story” persuades the average person to drink a Coke with any meal along with the ones they cherish.

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These advertisements are created in a way that capture’s the audience’s attention and makes them want to purchase the product. In specific, the ad “It’s Beautiful” and “Taste the Feeling of Summer with Coca Cola” are only two of multiple others that sells their product successfully with the use of the rhetorical appeals:

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The three modes of persuasion are ethos, pathos, and logos. Ethos, pathos, and logos are used by individuals who desire to persuade an audience with a particular argument or claim. Persuasion techniques are often used by political figures, sales people, entrepreneurs, and just about anyone trying to persuade a target audience through emotions, character, and logic. The ad, I Am One, shows how these vehicles of persuasion are presented and used; rhetorical strategies like tone, attitude, and non-rhetorical strategies related, patriotism and history references.

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These tools are utilized in the commercial for persuading the viewers of its reason, creating an image of credibility surrounding its name, as well as generating an emotional response. “Aristotle’s ‘ingredients for persuasion’ – otherwise known as ‘appeals’ – are known by the names of ethos, pathos, and logos.

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Advertisement plays a big role in our society and it’s a way of attracting people ‘s attention. For instance, McDonald’s website illustrates a vision of focus, perspectives and colors to approach the audience in a way of selling products only using three methods. These methods are logos, pathos, and ethos. Logos is an argument or form based on a logic, pathos make appeals based on emotions and ethos is the form or appeal of character or credibility. Using these three methods is a way to analysis how McDonalds persuade, inform, and reminder in advertisement.

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People say a picture is worth a thousand words. Just about every picture has rhetorical elements incorporated into their design. In this case, the well-crafted poster for Steven Spielberg’s film, Jaws, implements the use of ethos, pathos and logos in an attempt to get its audience to see the film. The poster for jaws is very effective at gaining the audience’s attention through the use of graphic pictures.

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Thus, advertisements have been influenced by various art movements that encompass influential and innovative qualities. Likewise, Surrealism, an art movement with “hyperbole” as its central quality, influences advertising which also uses the strategy of exaggeration to present products (Roque, 2007, p.172).

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