Beyond Visual Metaphor. a New Typology of Visual Rhetoric in Advertising

The rhetorical situation is made up of a few elements such as the audience, the issue, and the constraints. Bitzer described the rhetorical situation as “a complex of persons, events, objects, and relations presenting an actual or potential exigence, which can be completely or partially removed if discourse, introduced into the situation, can so constrain human decision or action as to bring about the significant modification of the exigence” (Bitzer 6). In this essay I will explain in depth how the rhetorical situation works as a process. The main three parts of the rhetorical situation is the exigence and/or issue, the audience, and the constraints. I will also talk about the influence that Bitzer holds with the rhetorical situation, and

III. Purpose and stance; Here’s where we “read” the ad and describe it – visual rhetoric

Print advertisement is the use of curious looking visuals that are used to try and sell the products to the intended audience. The image is used to grab the attention of the audience. The picture that is used must look impressive enough to keep the readers attention.

In his essay, “Navigating Genres”, Kerry Dirk describes rhetorical genres in funny layman’s terms which made me want to read more. Dirk states the obvious – that through everyday life, we are familiar with different rhetorical genres because we encounter and use them every day. We may not be conscious of it, but whenever we listen to a particular kind of song, or see a TV advertisement for a product we use, or hear a political commentator on the radio, we are being exposed to various rhetorical genres. When we see a horror flick, we are being exposed to another type. When we “post” on Facebook or Instagram, we are using a relatively new kind of genre which came about in response to the digital age.

Have you ever wondered how advertisers come up with trailers or commercials? Or if there is a formula or specific ingredients for which advertisers make their advertisements? I am here to tell you that there is a formula and there are key ingredients to make an effective trailer or commercial. In the world of commerce professional advertisers use rhetorical devices as their ingredients to cook the best trailer that will attract customers to buy many things. The most common forms of rhetorical devices are pathos, ethos, and logos, these devices make a statement more persuasive but what separates a good advertiser from a great one is the way that they use these devices. Advertisers are experts in using these devices in combination; and the only way to know how to combine them is by studying your audience. Video game advertisers have specific ways to persuade their audience to buy a game. Today I will be studying this pattern in a video game trailer of “The Last of us” by Hydrawlik. I will analyze the combination of rhetorical devices that are used in the trailer and evaluate their effectiveness. This video game trailer uses these rhetorical devices effectively to attract the audience’s attention in order to lure customers to buy the product. Rhetorical devices are used for specific reasons for example Pathos is used to incite emotional responses, logos to prove that the game has exactly what the audience wants, ethos to develop a sense of credibility in the advertiser

Dr. Esch English 111-07 October 8th, 2017 Ruff Life In the Rhetorical Situation, Lloyd F. Bitzer argues that what makes a situation rhetorical is similar to that which constitutes a moral action as he writes that, “an act is moral because it is an act performed in a situation of a certain kind; similarly, a work is rhetorical because it is a response to a situation of a certain kind”. (3) “By defining the rhetorical situation in this way, Bitzer further contends that rhetoric is a means to altering reality”. (4) “It is through the use of discourse that one is capable of changing reality through thought and action”. (4) “While Bitzer notes that there are more parameters for a situation to qualify as being rhetorical, he

In “Backpacks vs. Briefcases: Steps toward Rhetorical Analysis”, the author, Laura Bolin Carroll describes the essentials of rhetorical analysis and how it helps us make decisions in our everyday life. She begins by explaining how we unconsciously analyze and conclude our perception of people when we meet them. This introduces the readers to rhetorical analysis. Rhetorical analysis is articulating imagery or surroundings that persuade us on our choices. Carroll believes that this is an important aspect and that we can make better conclusions if we utilize rhetorical analysis on our day-to-day encounters. She further states that there are three parts in understanding a context of rhetoric. They are (1) Exigence: events that require actions

People see thousands of ads each year. It may seem like the company who designed and create this ad just put whatever looked best and would draw the viewer's attention but the use of word and images on ads go much deeper. For example this ad was found while shopping for shoes online. This ad shows a persons holding a cigarette, this persons hand is shaped as a gun but what the ad wants to readers attention to go to would be not the hand in the front but the shadow in the back, the shadow is a hand but instead of holding a cigarette, the hand is holding a gun. This shadow is meant to represent the reality of what a cigarette can do for a person's health.

Another rhetorical strategy is imagery. The authors illustration of imagery makes the readers feel not only the emotion but picture the struggle as well. “The salesman’s

From memes to college football posters, visual rhetoric surrounds human kind constantly edging them towards their beliefs. This is achieved through numerous methods, such as: commercials, advertisements, television shows, and even political cartoons. While everyday television is a huge arena for visual rhetoric, the “Mecca” of advertisement would arguably be the commercials during the Super Bowl. Airing in 2015, Budweiser launched their commercial titled “#BestBuds,” which tells a story of a farmer, his horse, and his curious lost feline friend. This pathos-filled commercial contains all of the necessary aspects of visual rhetoric to effectively sway the audience to believe that Budweiser is a traditional alcoholic beverage only to be shared

Advertising was developed first to inform the public of new products launched in the market, then to persuade consumers to buy one brand over another. The giant web Google through the commercial spot titled "Dear Sophie" was able to inform and boast the benefits related to the use of Google Chrome browser in ninety seconds. Convinced that rhetoric can benefit the advertising practice, an analysis of the commercial "dear Sophie" will help understand how the director has used rhetoric and pathos to convince and to evoke emotion from the audience.

Perreault, Jr., W.D., Cannon, J.P., & McCarthy, E.J. (2011). Basic Marketing: A Marketing Strategy Planning Approach [University of Phoenix Custom Edition eBook]. New York, NY: McGraw-Hill. Retrieved from University of Phoenix, MKT/421 website.

“Marketing strategies can have a broad impact on the business in terms of instilling a marketing orientation among all those in the firm: the way of thinking or philosophy of the whole organization. However, marketing strategies can alternatively be seen as dealing only with the development of competitive advantages directly associated with the marketing function such as customer loyalty and distribution channel control. In the latter case, the domain is sometimes even further restricted by sole attention to the various element of the marketing mix rather than the more general issues of customer and channel relationships. There are two key

This dissertation is submitted in partial fulfillment of the requirements for the Degree in Marketing Practice

Barthes proceeds to portray three kinds of messages images convey: Firstly, The Linguistic Message, which is the text that requires nothing but reading and comprehending. Secondly, the denoted image, which is the denoted literal message, what is right in front of us. And lastly, The Rhetoric of The image, which is the symbolic and connoted message that requires inference and reading between the