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Advertisers use verbal and visual rhetorical figures to communicate their messages. The present study analyzes a corpus of 10 advertisements to find out the rhetorical devices used in them. ... The study conducts a questionnaire to test the impact of using verbal and visual components in the advertisements and to find out which of them is more persuasive and more favorable for the consumers. ... In this way, the advertiser makes use of the four rhetorical operations to vary Impact of Verbal and Visual Rhetoric …)Dr. ...doi:10.21608/jfafu.2022.188727 fatcat:p63ts3ljqjbo3ixhgprdrxss4a
In this paper, I have tried to develop an analytical framework to account for the value and important use of visual rhetoric in modern advertisement theory through adopting Burke's (1969) notion of identification ... In all cases, a minimum degree of pre-established knowledge on the side of the audience is required to work out the covert relationship between the visual images and the advertised product/service in order ... Visual rhetoric research has been either put under the umbrella of verbal rhetoric or has not established its own independent interpretative framework. ...doi:10.5901/ajis.2015.v4n3p11 fatcat:abpd6lwahrd4vol3i64fj7byde
The purpose of this paper is to explore and discuss the role being played by visual rhetoric in Malaysia's public announcement print advertising scene using semiotic approaches. ... The visual rhetoric seems to be an important element to increase the effectiveness of the process of information exchange. ... Visual rhetoric and persuasive advertising In advertising the image is a perfect 're-presentation' of life. ...doi:10.1016/j.sbspro.2014.10.251 fatcat:7x7te5cwhfeidcwqexyo3ffiii
The visual devices in advertising are considered to be an essential, interrelated, meaningful, and culturally embodied characteristic of contemporary advertising. ... Pictorial metaphor is a form of rhetorical tropes depicted in images that have a powerful persuasion in advertising. ... What makes the 281 interpretation of metaphorical meanings in product advertising more complex is the incongruity in visual metaphors. ...doi:10.21608/jfafu.2021.145877 fatcat:h6mbl2tfcrhfhljojrbtcsgru4
As a result of this study, it can be seen that visual rhetoric is explored through the campaign advertisements and becomes the basis of visual communication. ... Ability in critical thinking becomes an important requirement in exploring and looking at the connections between visual rhetoric in the advertising campaigns of this study. ... Visual rhetoric requires human action in the process of creation and in the process of interpretation (Foss, 2005) . iii. ...doi:10.6007/ijarbss/v11-i9/11066 fatcat:k3unkhnunfgj7diu34bgkcbz5i
Research into visual and multimodal rhetoric has been dominated by social scientific and textual perspectives that may not be able to provide documented understandings of how rhetorical objects are actually ... In this study, the authors engage in rhetorical protocol analysis through 10 in-depth interviews asking informants to make sense of selected political advertisements in the 2020 US election campaign. ... interpretation of particular advertisements. ...doi:10.1177/14703572211013399 fatcat:wcuas2iaovcx7ds6tnizy6hj7m
Visual rhetoric in advertising: text-interpretive, experimental, and reader-response analyses. Journal of Consumer Research 26(1):37-54, June 1999 ADVERTISING. ... Text interpretations, two experiments, and a set of reader-response interviews examine the impact of stylistic elements in advertising that form visual rhetorical figures parallel to those found in language ...
Advertisements containing visual metaphors deliver persuasive arguments in visual modality and metaphorical style of rhetoric, both of which may increase the persuasiveness of messages. ... The purpose of this study is to test the persuasive effects of visual metaphors in advertising. ... Thus, only three conditions without the fourth condition (literal visual advertisement without verbal explanation) were included in the design. ...doi:10.1080/14697010701717488 fatcat:qtlrazd4nrhzfpfvpjsqzm3jpa
Text interpretations, two experiments, and a set of reader-response interviews examine the impact of stylistic elements in advertising that form visual rhetorical figures parallel to those found in language ... Results are discussed in terms of the power of rhetorical theory and cultural competency theory (Scott 1994a) for illuminating the role played by visual elements in advertising. ... Text interpretations, two experiments, and a set of reader-response interviews examine the impact of stylistic elements in advertising that form visual rhetorical figures parallel to those found in language ...doi:10.1086/209549 fatcat:n6zujy6ksrdbnjrczhyu4uhvsu
The authors used a visual rhetorical approach to inter- pretation and suggest that pictures are not universal; visual interpretations vary as viewers use culturally sited advertising knowledge and visual ... Advertising across cultures: Interpretations of visually complex advertising. Journal of Current Issues and Research in Advertising, 28(1), 57-71. ...
Advances in Multimedia and Interactive Technologies
Following a theoretical strategy and a critical analysis, it is an approach intended to relate rhetoric, ideology, and literacy of advertising image, exploring the implied ways of the seen and the unseen ... Advertising imposes ways of seeing, thinking, feeling and acting; it leads consumers to act without them noticing; it creates an ideal social imaginary of a "perfect world" or "happy ending" for the daily ... The study of advertising images is related to the development of a theory of visual rhetoric, argues L. ...doi:10.4018/978-1-7998-1041-4.ch002 fatcat:dpq6nzl6ozbm5l5nzxf2wjrcm4
Thus, rhetorical discipline and rhetorical figures, which are occupied with the formal presentation of an advertising message instead of content, has become more preferred in advertising sector. ... It examines in how the advertising messages are transferred to consumers with using rhetorical figures by means of semiotic method. ... Merge to make a connection (Kireçci, 2009) Semiotics can be used when interpreting advertising image in terms of linguistic and visual rhetorical elements. ...doi:10.26449/sssj.1747 fatcat:pd5gzjzi4famnitb7o2pgexlay
Findings of the study focus on semiotic implications and connotations of the key rhetorical elements. ... For delimitation purposes, only three types of visual communication events have been discussed, selected brochures of academic institutions, selected printed advertisements, and selected billboard advertisements ... However, the so-called new rhetorical and critical postmodern theorists climb upon the shoulder of classical theorist Aristotle and try to de-canonize the established ways of interpreting the structurally ...doi:10.3126/jbm.v5i0.27392 fatcat:pntnssvlvjan5augvtzpmbzfn4
This study investigates the role of advertising and visual rhetoric in political persuasion. ... How is time used as a means of persuasion in advertising? What role do visual rhetoric and social representations have in the process of persuasion? ... Acknowledgments The authors have no support to report. ...doi:10.5964/jspp.v7i1.1107 fatcat:d3qa2tovvfce5mp3uifxgam474
To limit the discussion, this research more specifically covered the use of rhetorical figures and doublespeak in advertising language. ... and appreciation of the visual and textual aspects. ... Vol. 19 No. 1 -April 2019 ISSN: 1410 ; 2580-5878 (online) Journal of Language and Literature It can be interpreted that people who are aware of the distinctive aspects of advertisement 1 visually and ...doi:10.24071/joll.2019.1901003 fatcat:bn32putlebee5grkzmqf6nqfra
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