"The power of advertising." Explore the nature, purpose and effectiveness of rhetoric as used in some adverts of your choice
Advertisements appear in various forms within the media such as television, radio, national press and magazines. This has resulted in advertising becoming a multi-billion dollar industry, with the most profitable agency network, Dentsu, making over $1.9 billion revenue in 2003 alone. Advertising is a competitive market so therefore it must be effective in ‘selling' whatever it offers to an audience frequently bombarded with an array of advertisements.
This essay concentrates on the how the text within magazine advertisement uses rhetorical devices to gain the interest and captivation of the desired clientele.
The purpose of persuasive language varies as a result of what the advert is intending to sell to an audience. The vast majority of magazine advertisements aim to give the reader a positive impression of the product so that it results in a purchase of the product for sale. An example of this is seen in appendix one, an advert for Revlon Fabulash mascara. The purpose of this advert is clear: to sell the mascara. The slogan used to describe not only tells the reader that you would get "famously full-on lashes", the alliteration presents the effect the product would have on the life of the reader. The words ‘full-on' persuades the reader that this mascara will have a lifestyle associated with the product. The style in which ‘full-on' is emboldened and curved in comparison the rest of the slogan emphasises the most rhetorical part of the text to the perspective buyer. The connotation made is that the mascara will make you as ‘full-on' and bold as the famous Hollywood actress pictured, Kate Bosworth. This notion is furthermore emphasised by the description of the resulting lashes as becoming ‘famously full on' implies to the reader they can be just like a movie star. According to Jean Kilbourne...
Advertisements appear in various forms within the media such as television, radio, national press and magazines. This has resulted in advertising becoming a multi-billion dollar industry, with the most profitable agency network, Dentsu, making over $1.9 billion revenue in 2003 alone. Advertising is a competitive market so therefore it must be effective in ‘selling' whatever it offers to an audience frequently bombarded with an array of advertisements.
This essay concentrates on the how the text within magazine advertisement uses rhetorical devices to gain the interest and captivation of the desired clientele.
The purpose of persuasive language varies as a result of what the advert is intending to sell to an audience. The vast majority of magazine advertisements aim to give the reader a positive impression of the product so that it results in a purchase of the product for sale. An example of this is seen in appendix one, an advert for Revlon Fabulash mascara. The purpose of this advert is clear: to sell the mascara. The slogan used to describe not only tells the reader that you would get "famously full-on lashes", the alliteration presents the effect the product would have on the life of the reader. The words ‘full-on' persuades the reader that this mascara will have a lifestyle associated with the product. The style in which ‘full-on' is emboldened and curved in comparison the rest of the slogan emphasises the most rhetorical part of the text to the perspective buyer. The connotation made is that the mascara will make you as ‘full-on' and bold as the famous Hollywood actress pictured, Kate Bosworth. This notion is furthermore emphasised by the description of the resulting lashes as becoming ‘famously full on' implies to the reader they can be just like a movie star. According to Jean Kilbourne...
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