Retorical figures in advertising language
2012
Promotional activities are very often based on advertising and diverse types
of public relations. In order to attract consumers' attention and achieve
communication goals set by the corporate strategy, advertisers frequently use
rhetorical elements in advertising discourse. The advertisers try to convey a
desired message and to communicate with the recipient of the message by using
various rhetorical figures. It is argued that understanding the structure and
function of rhetorical figures in advertising requires a "text- and
reader-aware approach". The use of rhetorical figures in advertising has been
overlooked in consumer research. This paper shows that the use of rhetorical
elements in the advertising discourse is very frequent, but at the same time
it is questioned if the function of the rhetorical figures is just a
communication with the target market (which is a base of communication
models) and if the consequences of linguistic influences are much more
serious. The complex nature of advertising language with various rhetorical
figures (thropes and schemes) do not just stimulate recipients to demonstrate
a desirable behavior, but indirectly it constructs a concept of desirable
lifestyle and it induces them to identify themselves with the explained
model. Moreover, the analyzed corpus included advertising slogans of social
responsible companies as well as advertising campaigns with elements of
diverse ideologies. In the time of digitization and a rapid information flow,
consumer's attention is less dedicated to the advertising messages.
Therefore, it should be expected that in the future advertisers will have to
adjust linguistic, audio and visual techniques to the unfocused message
recipients.
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