Behind the Rhetorical Scenes of Offence: A Rhetorical Analysis of Complained-about Offensive Ads

Kristina Auxtova

    Research output: Contribution to conferenceAbstractpeer-review

    Abstract

    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.
    Original languageEnglish
    Publication statusPublished - 2018
    Event17th International Conference on Research in Advertising 2018: Brand communication with multi touchpoints - Valencia, Spain
    Duration: 21 Jun 201823 Jun 2018

    Conference

    Conference17th International Conference on Research in Advertising 2018
    Abbreviated titleICORIA
    Country/TerritorySpain
    CityValencia
    Period21/06/1823/06/18

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