Abstract
With the starting of the usage of advertising as an influence and persuasion tool in mass communication, the role of advertisement becomes more important and advertisers use different persuasion techniques to place advertising messages to the mind of their target audiences. In this process, visual elements become important tools of advertisements and especially with using visual figures as rhetorical devices, advertisers try to communicate much more accurately and effectively. Therefore, the present study will focus on the role and usage of visual rhetoric in print advertising and it will show the analysis of two print advertisements which use the artwork images as a rhetorical figure.
Highlights
Advertising and Visual Rhetoric In recent years, with the increase of the variety of product and consumer awareness, marketing activities have increased dramatically and the role of advertisements becomes more important
This study explores the meta-language of advertisement exposed through the case of visual rhetoric and it shows the analysis of two print advertisements which use the images of artworks as a visual rhetorical item
“In the process of signification, the product which is being advertised replaced with an image or emotion, and it appropriates the meaning of this image or emotion to itself.” (Translation: F.N.K., Batı, p264).advertisers use visual rhetorical figures as a way of expression to aestheticize the visuality and by this way they increase the effectiveness of the process of meaning exchange and reinforce their communication process
Summary
Advertising and Visual Rhetoric In recent years, with the increase of the variety of product and consumer awareness, marketing activities have increased dramatically and the role of advertisements becomes more important. Today the aim of advertisements which are used as an influence and persuasion tool in mass communication is to create the desired changes in behaviors of target market and by this way to sell the product For this purpose, advertisers try to use various persuasion techniques and one of them is create a rhetorical language by using the effectiveness of visualization. “In the process of signification, the product which is being advertised replaced with an image or emotion, and it appropriates the meaning of this image or emotion to itself.” (Translation: F.N.K., Batı, p264).advertisers use visual rhetorical figures as a way of expression to aestheticize the visuality and by this way they increase the effectiveness of the process of meaning exchange and reinforce their communication process. Shop&Miles credit card uses the artwork images, Mona Lisa, for advertise its campaign and collaboration with Turkish Airlines
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