Rhetoric theory is a way to explain either we are able to persuade or influence audience unconsciously. According to Scott (1994), “Rhetoric is an interpretive theory that frames a message as an interested party’s attempt to influence an audience”. The advertiser needs to create a message that can be understood by relying to the audiences responses using their common knowledge and experiences then the audiences can create argument to the advert as a response. according to Scott (1994), “The sender – crafts the message in anticipation of the audience’s response using shared knowledge – as well as common experiences. Receivers – evaluate the argument, and formulate a response”.
Meanwhile, the meaning of persuasion according to Blair (2004), “What seems to be a necessary ingredient in persuasion as a kind of cause of behavior change is that the person persuaded assents to the pressure of the vector of influence”. This means that persuasion is about making the audience believe of what the advertiser create or sells.
Take the example for the advertisement above, this is the Nike advertisement. On the advertisement, they have shown three people from the famous football team. As for me, I'm not a crazy football fans and I don't know those guys in the picture, then I may not be persuade for this advert but for those who is football insane fans, they might get persuade by this advert because this advert made them think about the slogan by Nike which is "Every player has the tool for the job, but it's your job to match the player with the tools. GET STARTED". This slogan is truly very catchy and tricky to persuade people or fans of football players to think that if they buy Nike products, they are one step closer to get their dream come true to be a footballer.
Moving on to the rhetoric in advertisement, according to McQuarrie and Phillips (2007), “rhetoric in advertisement are more concerned with style and content” which means (Scott, 1994) the advertisements are more interested on how to illustrate an image, rhetoric in advertisement is more interested in how to say things and what to say (McQuarrie and Phillips, 2007) by adapting ways of thinking about imagery to fit our needs to make it easier to read the visual message (Scott, 1994).
This advertisement is from the United Colors of Benetton to fight against HIV/AIDS. This advert features an ass of two different colors, one part of it is light and other part is rather dark, this has shown the variety of culture where the dark part represents the black people and the light part represents the white people. Looking at this advert, the first thing on my mind was an ass with a HIV positive stamp on the it then maybe this is a homosexual kind of things. As a fact that most HIV positive are mainly males that were homosexual, this is where the advert trying to say to their audience to stop homosexual and stop HIV from spreading. This image has been said very controversial because of the HIV sign was tattoo on human body part that was similar to how humans sign the animals back to claim that its theirs. This kind of advertisement may be successful because if there's a lot of people talking about something then that event will be more famous and more people will be aware of this HIV. We can see that the unique style and content that occurs inside this advertisement had delivered the main purpose or aims to the people which is to stop HIV from spreading.
Reference:
- Blair, J. A., (2004). The Rhetoric of Visual Argument. Retrieved September 17, 2011, from http://www.angelfire.com/planet/samshanks/Blair_RhetoricVisualArguments.pdf.
- McQuarrie, E. F., & Phillips, B. J., (2007). Go Figure! New Directions in Advertising Rhetoric (p. 3-15). Armonk, NY, USA: M.E Sharpe, Inc.
- Scott, L. M. (1994). Images in Advertising: The Need for a Theory of Visual Rhetoric. Journal of Consumer Research, vol.21, 252-256.
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