European Journal of Literature, Language and Linguistics Studies-ISSN 2559-7914 (original) (raw)
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ETHOS, PATHOS, LOGOS: THE VERSATILITY OF A HIJAB VIDEO ADVERTISEMENT
European Journal of Literature, Language and Linguistics Studies, Vol 3(3), 2019
Advertisement is a medium of communication utilized by organizations in order to convey their intended messages to their targeted audience. It can be divided into two main groups which are digital and physical advertising. As for video advertising which is the chosen business document for this paper, it belongs in the former type. Nowadays, it can be seen that more organizations are inclined towards the utilization of video advertising as it is believed as capable in reaching to maximum number of audiences in no time. Therefore, the rhetorical elements of ethos, pathos, and logos are adapted as the instrument in analysing the selected video advertisement. These aforementioned elements are categorized as appeals which serve different functions and have the ability in helping to increase the persuasiveness level. With that, the objective of this paper is to examine how the rhetorical elements are used in the video advertisement of a hijab brand. As for the findings, it shows that ethos, pathos and logos are being used synergically as the persuasive tools to influence the audience. With the presence of this study, it is hoped that it can shed some light on the effectiveness of implementing these rhetorical elements in video advertisements.
Introduction Humankind in existence effort have tend to interact, speak and establish meaning with himself and nature within the scope of cultural habit for ages. Basically it is a must for individuals to make his daily life meaningful and liveable with this interactive action. In fact, with this necessity, the individual makes efforts to create more and more meaning within this social and cultural structure (Baudrillard, 2013: 30) and he becomes programmed by ritualizing these imaginative, symbolic and communicative factors he created. On the other hand, each individual interprets these created images, symbols and discursive-rhetoric structures and communicative factors according to his life style. An individual places everything he interpreted within the cultural and social structure into his imaginative universe as tangible or abstract things. Thereby, the individual starts dreaming of everything he sees, or he starts seeing everything he dreams of. The imaginative universe of an individual, who is inside the sophisticated spiral of communicative structure, (Sung-Gi, 2011: 208) has constantly been tried to be mesmerized by discursive and rhetorical elements. This is because, for the individual, this spell is conveyed by imaginative, symbolic and rhetoric factors in the commercials. For this reason, it can be uttered that consumers who are affected by these commercials perform the behaviour of purchasing under this spell. Based on these facts, this study, which tries to reveal the ways rhetorical factors are used in commercials with the aim of influencing the consumers, has importance in regard to examining how Phillips and McQuarrie’s (2004: 116) constructed and visual rhetoric typology is presented in commercials, in the light of the data gathered by a semiotic analysis. Within the frame of this study, the analyses were executed by benefiting from both semiotic analysis and Phillips and MacQuarie’s (2004) constructed and rhetoric typology.
Persuasive appeals in English and Arabic TV Advertisements
This paper reports on the findings of a study that explored the different persuasive appeals used in English and Arabic TV advertisements related to marketing electronics, particularly televisions, air conditioners and cameras. A total of six TV advertisements (3 Arabic and 3 English) were randomly selected from YouTube. The analysis suggests that both groups of TV advertisements employed several appeals to persuade the viewers to purchase their products and brands. It also reveals that the most used appeals in the sample were emotional, rational, and play on words. According to Artistotle's categorization, pathos was the most used appeal. The data also showed that the majority of the messages were implicitly conveyed. The study concludes with some pedagogical implications for learners and teachers.
On the Discourse of Advertising Slogans: A Study of Advertising Language
Imperial journal of interdisciplinary research, 2016
Art is an integral part of human existence and t he question about art which has always perplexed human minds is what can be included under the gamut of art? As times progressed, this question became all the more persuasive followed by the birth of certain activities, such as advertisements, often deemed creative but not always considered artistic. This debate over the artistic or the non-artistic nature of advertisements is based on the debate of banality of art and the conflict between high and low art. Certainly this debate regarding the artistic or non-artistic status of advertisements is divided between two schools, each taking a side either in favor of the artistic status of advertisement or the opposite. There have been many theories and techniques devised to determine the status of advertisements. One of the techniques or devices that can be used particularly for ads abundant with texts is language and its usages as it is a determining factor from various perspectives. This ...
Visual Rhetoric of Advertisement and its Mesmerising Impact on Consumerism
Culture is "ordinary" and is simply "the way of life'. If we try to define the culture of the "India today" we cannot turn a deaf ear to the consumerist culture of our country. Advertisements and shopping had penetrated deep into the mind of Indian people, thereby controlling and influencing their way of life, enough to change their outlook towards modern culture. Advertisements are luring people into buying things, out of their interest rather than necessity. In other words, consumption is taken for granted to maintain comfort in life. Copywriters are in search of new vistas and avenues and are leaving no stone unturned to launch their product pleasingly luring. In this endeavour, they eloquently play with human sentiments, emotions and intellect and create a very persuasive verbal and visual rhetoric to inculcate a consumerist culture in the masses. Advertisement, as a popular visual rhetoric, conveys information about a product or service in general and subtly it creates, perpetuates transfer and manipulates culture or way of life of people. The visual rhetoric of some selected advertisements as the pivotal, this study, tries to analyse how meaning is encoded and decoded to create a visual impact in the audience to bring about a desired response towards the product or service in the light of visual semiotics. It also focuses on the positive and negative effects on culture which is subtly communicated through the visual rhetoric.
The Role and Usage of Visual Rhetoric in Advertising
Online Journal of Communication and Media Technologies
With the starting of the usage of advertising as an influence and persuasion tool in mass communication, the role of advertisement becomes more important and advertisers use different persuasion techniques to place advertising messages to the mind of their target audiences. In this process, visual elements become important tools of advertisements and especially with using visual figures as rhetorical devices, advertisers try to communicate much more accurately and effectively. Therefore, the present study will focus on the role and usage of visual rhetoric in print advertising and it will show the analysis of two print advertisements which use the artwork images as a rhetorical figure.
“MEKDI” SCARY DELIVERY ADS: THE ANALYSIS OF RHETORICAL ELEMENTS
European Journal of Literature, Language and Linguistics Studies, 2019
Aristotle’s Rhetorical persuasive elements, namely logos, ethos, and pathos, are widely adapted in any kind of business document with the intention to hook the audience’s attention. This paper analyses one McDonald’s (also known as “MEKDI” in Malaysia) video advertisement on the application of rhetorical elements based on Aristotle’s persuasion of appeal. Identifying these three elements is the main purpose of this paper in realising the persuasive content drawn towards the audience in the advertisement, leading this paper to conclude whether the usage of rhetoric element strategies is overwhelming or not, given the author’s specific purpose and specific audience. The document studied is one video advertisement of the famous fast- food chain McDonald’s Malaysia. The rhetorical analysis was used to interpret the meaning of this assessment topic. Based on the findings, the video advertisement uses emotional content to engage with the audience rather than the rational quality of the advertisements where the logic of health and nutrition claims are not salient concerns. Further studies should include audience feedback to enable data triangulation for validation purposes as this paper is only to ascertain the rhetorical elements used in the advertisements and does not consider the rhetorical elements that appeal more to the audience.
A Discourse Analysis of Thematic Advertisement
Advertising exists in numerous forms and is one of the major forces that helps to improve the standard of living around the world. In most of them, language is of crucial importance. Words in advertisements are carefully crafted to meet particular needs such as commercial and social functions. Together, these functions have made advertising become indispensable in the modern world. However, there is a very limited number of studies examine how companies embedded the social service messages and their products in advertisements. This paper presents a discourse study on the print advertisements of a particular theme in Malaysia, that is, Malaysia Day, for social and commercial functions by a telecommunication company. Through linguistic features and semiotic approach (i.e. sense-making), the study revealed that the soft-sell advertisements employed a combination of the four language styles to reflect the norms and values of Malaysia’s multiracial society. Besides language styles, some of the advertisements also included a number of semiotics such as the distinctive unity symbol, the national flag, landscape and historical building to represent the unity of the multiracial Malaysia’s population.
Advertising as Rhetorical Genre. From a Rhetoric of Persuasion to a Rhetoric of Seduction
The appearance of visual media, able to overcome the contingency of both the orator’s and the auditorium’s impossibility to share the same physical space, as well as the existence of new classes of listeners – or new profiles of consumers, attending to Advertising’s specific language – are transforming the relationship between these two elements of classic Rhetoric, allowing the transmission of images capable of changing the classic speeches, both written and oral. With this research, our goal is to accomplish an improvement of the Aristotelian rhetorical model, motivated by the perception of audiovisual media’s strong intervention in the definition of the contemporary persuasive speeches, among which is the increasingly sophisticated advertising speech. Consequently, our investigation is motivated, on the one hand, by the possibility of considering Advertising as a new rhetorical genre, able to widen the stability of the Aristotelian triad; and, on the other hand, by the challenge and responsibility of portraying this new genre. Keywords: Advertising, Rhetoric, Genre, Image, Persuasion.
Meaning, Message, and Rhetoric in Kitabisa.com Advertisement
KnE Social Sciences
This research focused to found the meanings, messages, signs and types of rhetoric used in Kitabisa.com advertisements. The was qualitative approach and descriptive analysis techniques. The data source of this research was taken from official website Kitabisa.com www.kitabisa.com. The data taken from one sample from each fifteen categories of donations published in 2021. The results of this research found that the fifteen data were contained signs which found in the images and language used in Kitabisa.com advertisements. Denotation meanings were to invite the society to donate. The connotative meaning were implied implisit meaning such as satire, criticism, inspirational stories and invested a brand image. Myths were closely related with the society because came from themselves. The messages were another piece of informations that want to conveyed by the fundraiser. Types of rhetoric results showed that 4 advertisements data used homonym. The types of rhetoric such rhetorical quest...