The rhetoric of the brand advertising message and its role in community awareness

Abstract

The success of global institutions and their continued success for successive decades is due to the brand that they have adopted and known by. Which is defined as the characteristics, advantages and added values of the product and represents a set of emotions and feelings provoked by the use or vision of the recipient of this product. The importance of the brand for these institutions is to create a strong relationship with the recipient. It has the power to influence his attitudes and behavior. Hence the social responsibility of the brand towards the "issue of the danger of using a mobile phone while driving" because of the serious danger it poses as car accidents while driving have become the biggest danger on the roads due to the use of mobile phones, especially social networking applications. Given the role that advertising contributes to developing the recipient’s visual culture and experience, which consequently affects his ability to deal with the various visual stimuli that surround him, the importance of interpreting the language of advertising through the eloquence of the advertising message to reach the maximum levels of effectiveness. Hence the importance of employing rhetorical formulas in advertising, which is an important step in revealing the semantic values raised by the advertising message, which has social and cultural dimensions.