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The attempt to appeal to the reader's intellect is minimal in this ad, though the prominently featured word "vitamin" in the product's title is certainly at least a partial intellectual appeal, telling the reader's that this product is healthy and beneficial as more than simply a beauty product. The content in the middle of the text passage also describes the product in a way that makes it sound like an extremely intellectually engineered makeup product. The reader's sense of self is appealed to by the suggestion that one's lips are not the best lips they can be -- the lips one was "meant" to have -- if they don't have this product on.
The primary and overarching rhetorical strategy employed by the creators of this advertisement is the use of persuasion, through both words and images. There is nothing that smacks of being intellectually misleading or disingenuous about the advertisement; the rhetorical strategy simply (though complexly) consists of persuading the reader that the product being advertised is the optimal lip product for color and health. This is accomplished through the visual metaphor of the product and a luscious, delicious, filling and healthy fruit smoothie, and...
There is both authority and rapport established through the style used, where the reader is literally introduced to the product with a "meet this" intro and appealing to humor, while at the same time sounding quite officious and scientific in its delineation of the various vitamins and antioxidants delivered in the product and their benefit to the user (and reader, as the advertisement hopes). This combination of rhetorical strategies all falls under the larger umbrella of persuasion, which gives the advertisement only a single yet a very powerful focus.
There are a great many different rhetorical strategies that advertisers can employ, and this particular ad barely scratched the surface. No advertisement, of course, could include even a sizable proportion of the available strategies, nor would such an ad be effective. The narrow focus of the Clinique ad is a part of the reason it is effective; the features of the ad and the product to be made prominent have been carefully selected and each carefully and consciously accounted for, creating a rhetoric that does not lie, but that tells a very selective truth rather than providing pure information.
It was not until the Renaissance that the art of rhetoric would retain the heights it had reached in the classical period. The Renaissance favored classical forms of rhetorical theory - particularly Latin. The Renaissance period can be seen as a severe reaction to the medieval period's emphasis on dialectical forms of scholastic endeavor. One of the key figures in the revival of the classical study of rhetoric was Erasmus.
Specifically, both the literal meaning of the sentiment "You mean more to me than anything else in the world" and also the actual purpose of a life insurance policy itself demonstrates love for the beneficiary. Finally, in this case, the Pathos approach is perfectly consistent with the Logos approach; in fact, it is arguable that it is only the logical implications and concepts that give rise to any reason
Likewise, her mannerisms, body positions, movements, facial expressions, makeup, and her attire selected for the commercial reinforce sexuality and physical attractiveness throughout (Gerrig & Zimbardo, 2001). Logos: The appeal to logic takes the form of the only spoken words in the advertisement. The words "sexy," "powerful," and "attitude" are repeated throughout the commercial, uttered in a sexual, breathy female voice. The clear message is that use of the product will increase a
Advertising is known to utilize various strategies in order to create an impact to the audience in selling a particular product, service, or even an idea or program. With the popularity and prevalence of quantitative research in the 20th century, it has become common among advertising agencies, whatever the medium, to utilize statistics in their ads in order to convince readers/consumers to patronize their product. However, this practice has been
rhetoric and how is has been altered ever since Aristotle's days. The major emphasis is laid on comparing the two forms of rhetoric and seeing how it has changed over time. There is discussion on the use of rhetoric in daily life, politics and the media. Rhetoric Rhetoric is basically the art of speaking or language that has long been helping writers and speakers. The main purpose behind the use of
Technology and Society All print media including books, newspapers and magazines are in deep trouble today thanks to new developments in technology, as are traditional methods of classroom instruction and school curricula. To that extent the Internet can be described as a revolutionary invention that has altered and transformed the way information is presented and conceived. Individuals are learning and creating innovative ways to contribute to relevant knowledge at an excessive