Advanced

Two strands of rhetoric in advertising discourse

Sonesson, Göran LU (2013) In International Journal of Marketing Semiotics 1(1). p.6-24
Abstract
There are two interpretations of rhetoric that are backed by a long tradition: as the theory of argumentation and persuasion, which is how it was born in Antiquity, and as the taxonomy of rhetorical figures, which is the form in which it reigned supreme from the 16th century onwards. In both of these senses, advertising discourse today is the favoured, and in fact almost exclusive, domain of rhetoric. In this essay, we consider the revival in recent decades of both traditions, by Chaïm Perelman and Groupe μ, respectively, and their importance to publicity, in particular to advertising pictures. In both senses of the term, rhetoric relies heavily on the presuppositions that are to a greater or lesser extent shared between the initiator of... (More)
There are two interpretations of rhetoric that are backed by a long tradition: as the theory of argumentation and persuasion, which is how it was born in Antiquity, and as the taxonomy of rhetorical figures, which is the form in which it reigned supreme from the 16th century onwards. In both of these senses, advertising discourse today is the favoured, and in fact almost exclusive, domain of rhetoric. In this essay, we consider the revival in recent decades of both traditions, by Chaïm Perelman and Groupe μ, respectively, and their importance to publicity, in particular to advertising pictures. In both senses of the term, rhetoric relies heavily on the presuppositions that are to a greater or lesser extent shared between the initiator of the message and its recipients. In the case of rhetorical figures, it is the organisation of the world of our experience according to topological properties such as neighbourhood, sequence, enclosure, and the like that has to be taken for granted; in the case of persuasion, more particular socio-cultural values have to be shared. We will see, however, that publicity occupies a paradoxical position from this point of view, since it has to rely on a consensus to have any influence, but must at the same time redefine the objects of our experience. As we will see in the case of Absolut Vodka, it was redefined for the international consumer as part of a rich European heritage, while car service was redefined for a Turkish audience into the likeness of fast food. (Less)
Please use this url to cite or link to this publication:
author
organization
publishing date
type
Contribution to journal
publication status
published
subject
keywords
rhetorical figures, target adaption, source adaption, rhetoric, presuppositions
in
International Journal of Marketing Semiotics
volume
1
issue
1
pages
6 - 24
publisher
University of Kassel
external identifiers
  • scopus:84981298741
ISSN
2195-2280
project
Centre for Cognitive Semiotics (CCS)
language
English
LU publication?
yes
id
901c8c77-c015-4759-8f6d-fc4558b07594 (old id 4286070)
date added to LUP
2014-02-06 12:29:12
date last changed
2017-01-01 07:54:12
@article{901c8c77-c015-4759-8f6d-fc4558b07594,
  abstract     = {There are two interpretations of rhetoric that are backed by a long tradition: as the theory of argumentation and persuasion, which is how it was born in Antiquity, and as the taxonomy of rhetorical figures, which is the form in which it reigned supreme from the 16th century onwards. In both of these senses, advertising discourse today is the favoured, and in fact almost exclusive, domain of rhetoric. In this essay, we consider the revival in recent decades of both traditions, by Chaïm Perelman and Groupe μ, respectively, and their importance to publicity, in particular to advertising pictures. In both senses of the term, rhetoric relies heavily on the presuppositions that are to a greater or lesser extent shared between the initiator of the message and its recipients. In the case of rhetorical figures, it is the organisation of the world of our experience according to topological properties such as neighbourhood, sequence, enclosure, and the like that has to be taken for granted; in the case of persuasion, more particular socio-cultural values have to be shared. We will see, however, that publicity occupies a paradoxical position from this point of view, since it has to rely on a consensus to have any influence, but must at the same time redefine the objects of our experience. As we will see in the case of Absolut Vodka, it was redefined for the international consumer as part of a rich European heritage, while car service was redefined for a Turkish audience into the likeness of fast food.},
  author       = {Sonesson, Göran},
  issn         = {2195-2280},
  keyword      = {rhetorical figures,target adaption,source adaption,rhetoric,presuppositions},
  language     = {eng},
  number       = {1},
  pages        = {6--24},
  publisher    = {University of Kassel},
  series       = {International Journal of Marketing Semiotics},
  title        = {Two strands of rhetoric in advertising discourse},
  volume       = {1},
  year         = {2013},
}