Advertising : The Rhetoric Of Advertising

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As time passes, advertisers continue to strategically display ads in mass media through forms of broadcast, digital, and print. Advertisements are simply tools businesses utilize to expose their goods and services to potential customers. However, fierce competition results in the constant overexposure of ads in media as an attempt for businesses to differentiate their products. Advertisers often manage to distinguish brands not with the merchandise, but with ads themselves. This is possible because advertisers manipulate consumers’ thought processes with rhetorical and visual techniques. Stuart Hirschberg, author of, “The Rhetoric of Advertising”, asserts that, “ads appear as mini-arguments” (132). Unlike arguments, ads can avoid scrutiny because of techniques called weasel words. William Lutz, a former English professor, states in “With These Words, I Can Sell You Anything” that weasel words, such as unfinished and new words, appear logical but, “say nothing at all” (197). Graphics, on the other hand, are meant to embellish advertised products with the manifestation of color, body language, and testimonials. Advertisers skillfully use graphic techniques to strengthen Covergirl’s credibility and appeal to consumers’ emotions. Both rhetorical and graphic methods are present in Covergirl’s Natureluxe print ad. Covergirl, a cosmetic brand that targets young women and teenage girls, advertised their Natureluxe makeup line in Glamour magazine. As a print ad, Covergirl’s
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