Rhetorical strategies are used by companies and individuals in a variety of ways to persuade the target audience and to create a persuasive argument Rhetorical strategies commonly used in advertisement involve the use of language, visual imagery, and emotions. They are used to evoke a response or to influence the beliefs and opinions of the target audience. The main types of rhetorical strategies employed in advertising are ethos, logos, pathos, kairos, and repetition.
Ethos is the ethical appeal that involves credibility and trustworthiness. It is used in advertising to create a sense of reliability and authority. Ethos is typically used to create a connection with the target audience and to show them that the company or speaker is trustworthy and competent. For example, an advertisement for a car company may use an image of an experienced driver or a celebrity endorsing the product to show that their product is reliable and trustworthy.
Logos is the logical appeal that involves facts and data. It is used to create a logical argument and persuade the viewers with logical evidence. An advertisement for a new phone may use logos by comparing the features of the phone with its competitors and showing why the product is better. Logos is also often used in business and medical advertisements to show why the product is the best choice.
Pathos is the emotional appeal that involves the use of emotion to persuade the viewers. This strategy is often used to create a strong connection between the brand and the audience. Advertisements for clothing or cosmetics often use pathos by showing the audience how the product can make them look and feel better. Pathos can also be used to evoke emotions such as fear or sadness to encourage the viewers to take action.
Kairos is the temporal appeal that involves the use of timing and urgency. This strategy is typically used to create a sense of urgency and to encourage the viewers to take action immediately. Advertising campaigns often use kairos by offering limited-time discounts or deals to create a sense of urgency and to get the viewers to act quickly.
Repetition is the repetition of words and phrases to create a memorable message. Companies will often repeat phrases or slogans in their advertising campaigns to create a memorable message that will stick with the viewers. This strategy is often used in marketing campaigns to make the message more recognizable and to help the viewers remember the product or message.
In conclusion, rhetorical strategies are a powerful tool for creating persuasive arguments and influencing the beliefs and opinions of the viewers. Different rhetorical strategies such as ethos, logos, pathos, kairos, and repetition are commonly used in advertising to persuade the viewers and to create a memorable message. These strategies can be used in combination to create a powerful argument that will resonate with the viewers and influence their beliefs and opinions.