Analyzing rhetorical devices in print advertisements

Abstract

The role of rhetoric may seem evident in print advertising. However, few analyzing frameworks exist that allow for studying the function of the rhetorical devices. This article addresses the issue by examining the validity of two competing frameworks, Text-Interpretive Analysis devised by McQuarrie and Mick (1996, 1999) and the Visual Rhetoric approach by Groupe Mu (1992). In addition to a reliability test, it is ascertained whether the frameworks make it possible to account for a different rhetorical style in French and Dutch magazine advertisements, or for a different rhetorical style in ads for tangible products as opposed to ads for intangible products. The results show that neither framework is completely infallible, and that both frameworks present inadequacies with regard to their feasibility. The model proposed in McQuarrie and Mick 1996 appears, however, to be the most promising. Document Design 4(2), 114-128

Beauty Ideals, Myths and Sexisms: A Feminist Stylistic Analysis of Female Representations in Cosmetic Names

“…This is because apart from accentuating the product, choice of language affects consumers' susceptibilities to induce powerful influence over people and their behavior, which later lead to the consumption of the products. Our finding coincides with Van Mulken's (2003) description with regard to rhetorical techniques; that fascinating texts arrest the readers' attention and lead to encouraging attitudes towards the products. Consequently, appreciation towards the brands is fostered.…”

Multimodality and Genre

“…This visual-verbal rhetorical figure then is one possible means of increasing the 'attractiveness' of the visual presentation as a whole (cf. Gaede 1981, p253), although whether or not this is actually so appreciated by readers remains a matter of debate (e.g., Van Mulken 2003).…”

“…Simon 1978, Harrell andLinkugel 1978) have frequently been applied in multimodal analysis (cf. Gaede 1981, Durand 1987, Forceville 1996, Messaris 1997, Van Mulken 2003, Amouzadeh and Tavangar 2004. In such work, we see rhetoric in its old sense as the 'art of persuasion'-i.e., it is considered how multimodal documents achieve particular persuasive or attention-getting effects on their readers (as, for example, in advertisements).…”

Rhetorical figures in German and Dutch print advertisements

“…However, since there did not appear any differences between the French and Dutch advertising preference for rhetoric ( Van Mulken 2003), we prefer to look for an alternative explanation. It becomes apparent that cultural differences in the use of figurative speech cannot be found using the McQuarrie/ Mick framework.…”

“…Once you have experienced them, you will never want something else. Van Mulken (2003) Figurative speech is a manner of expression in which the message is put in a non-straightforward way. In order to interpret the message, the receiver is obliged to decipher it by referring to previous knowledge.…”