Mobil's epideictic advocacy: “Observations” of Prometheus‐bound

Abstract

Among “corporate rhetors,” none has been regarded as more creative and aggressive than Mobil Oil. This essay examines Mobil's use of “Observations—half‐page Sunday newspaper magazine section ads—during the years of 1976–1980. The first focus is upon “Observations” as epideictic discourse developed in response to Mobil's 1975 rhetorical situation. Attention is then turned to examples of the discourse itself and a summary of 149 “Observations.” Following the analysis are treatments of the identificational strategies used by Mobil and the Promethean myth which gives those strategies universal appeal. Finally, Mobil's “epideictic advocacy” is evaluated by the standards of effect, ethics, and art. Through “Observations” Mobil intends to be—like the Sunday newspaper—a part of America's afternoon.