1)Before coming to class, bring a print advertisement that you believe persuades
the reader rhetorically. Explain your case using the concepts learnt this week.
Sonja Foss, Karen Foss and Robert Trapp urge a broader conception, proposing to
"define rhetoric broadly as the uniquely human ability to use symbols to communicate
with one another." and they explicitly mention as words, visual rhetoric. (J. Anthony
with one another." and they explicitly mention as words, visual rhetoric. (J. Anthony
Blair, 2004)
This is an advertisement of Band-Aid. The photo in this advertisement shows a
historic event—the first summit meeting between South and North Korea in 2000，
which caused worldwide concern. Band-Aid seized this moment sensitively and made
the advertisement. On the right of the photo, Band-Aid adds its own slogan: Band-Aid
convinced that there are no wounds that can not be heal.
William Bernbach quotes "Advertising is fundamentally persuasion and persuasion
happens to be not a science, but an art." (William Bernbach, 1987)
happens to be not a science, but an art." (William Bernbach, 1987)
The Band-Aid advertisement is a nice example of persuasion via visual rhetoric.
First, the advertisement compares the conflict between North and South Korea to a
deep wound skillfully, which is a metaphor. Second, Visual pun is created by the
accidental resemblance between the wound in Korea and the real wound in human.
First, the advertisement compares the conflict between North and South Korea to a
deep wound skillfully, which is a metaphor. Second, Visual pun is created by the
accidental resemblance between the wound in Korea and the real wound in human.
The narrative we formulate for ourselves from visual images can easily shape our
attitude. (J. Anthony Blair, 2004). Audiences can get the idea of the Band-Aid
advertisement easily. The idea is that even a long and deep wound can be healed by
Band-Aid. The advertisement expresses the concept of peace, which can resonate in
the audience. So the audiences' attitude and feeling to Band-Aid became more
positive than before they saw the advertisement. The image of Band-Aid has
improved via this nice argument via advertising.
positive than before they saw the advertisement. The image of Band-Aid has
improved via this nice argument via advertising.
In brief, the advertisement of Band-Aid is a good example about rhetoric in
advertising. It conveys the useful information to audience via image and rhetoric
indirectly but successfully.
References：
J. Anthony Blair (2004). Defining visual rhetorics (pp. 41-61). New Jersey: Lawrence
Erlbaum Associates.
Edward F. McQuarrie and Barbara J. Philips (2007). Go figure! New dimensions in
advertising rhetoric (pp. 3-18). New York: M. E. Sharpe, Inc
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