This study presents a rhetorical analysis of offensive advertisements by specifically exploring the classical Aristotelian rhetorical appeals and the rhetorical figures applied. It illustrates this analysis on one ad from a rich archive of advertisements from the not-for-profit sector that generated complaints to the Advertising Standards Authority UK on the basis of offence. Ethos and pathos were found to be of particular value in understanding the persuasive power of such ads. This study contributes to our understanding of actual offence in advertising by introducing an innovative method that encompasses both visual and verbal rhetorical strategies.
|Published - 2018
|17th International Conference on Research in Advertising 2018: Brand communication with multi touchpoints - Valencia, Spain
Duration: 21 Jun 2018 → 23 Jun 2018
|17th International Conference on Research in Advertising 2018
|21/06/18 → 23/06/18