Becky Lyons
Creative Practice pg. 34


www.ablongman.com/envision/205 website

Throughout this website there were many examples of visual rhetoric at work in advertising campaigns. Some of the most effective were those that included celebrities, colorful language meant to gain your interest, and commercials with catchy songs or background music. There were also many different strategies of argumentation at work in these advertisements. For example, the “truth ads” use the technique of trying to reason with consumers and inform them about the dangers of tobacco. They present this information in an interesting way in order to gain support and interest for their cause. Another strategy used can be seen in the Budweiser campaign ads which appeal to the emotions of the viewer. By eliciting the response of laughter, or being humorous to the consumer, they are making their ad memorable and a positive link is made with that product. Other rhetorical appeals that can be seen through these commercials include those that appeal to reason and logic, those that effect the senses and emotions of the consumers, and those that appeal to the authority or character of the viewer. These strategies and many others are used in advertisements to gain support for a product or cause with the main intent of selling to or influencing the general public.