Benoit and Harthcock (1999) accomplished an essay with the goal of analyzing 40 print ads attacking the tobacco companies' attempts of attracting children into the bad habit of smoking. The data of this work have been taken from several American newspapers and magazines adopting the Tobacco-Free Kids Campaign.
The analysis of the text of the campaign showed the use of different strategies which were responsible for making the ads more powerful and persuasive. One of these strategies was the order of the ads parts. For example, the headlines which come at the very beginning of each ads, as discussed by the writers, have the role of stressing the key points of the message. In addition, they attract the consideration of readers who do not go through …show more content…
In the mentioned example, describing smokers as adults who force children to do sexual acts leads them to get surprised by recognizing the real bad consequences of second hand smoking or smoking in front of children.
At the end, the writers illustrated that, incongruous metaphors could be wrongly interpreted if they are not introduced in the correct context, steered to a specific group of people or supported by visual images.
The purpose of Meore and Reinardy's study (2012) was to make a rhetorical analysis for the state of Minnesota Anti-Tobacco Campaign. This analysis aimed to examine the persuading power of some rhetorics such as, logos, pathos ad ethos. Firstly, the writers examined the ethos or credibility of the speaker including authority, reputation, fairness and personal presence. Then they discussed the intent behind the producer's words of the ads, to determine if the ad aims to persuade, defend, attack or only to inform.
After that, the writers tried to discuss the ads in isolation from producers. Therefore, they studied the messages of the ads in light of their style, tone, emotional appeal(pathos) and figures of speech. Finally, the writers investigated the logos or evidence in each …show more content…
In one ad an adult person was holding a signboard written on it " I came, I saw, I conquered" (Moore, J and Reinardy, S. 2012:11), where these words were not the real things the speaker had in his mind. He explained in his mind the meanings of these words as "I lied, I killed, I made billions. On the other hand, teens were only conveying the message of the producers or holding signboards without any untruthful meanings.
While in the writer's explanation about the pathos or the emotional appeal of the campaign, they explained that the campaign has conversed with the ads receivers by awaking their emotions of fear, humor, rebellion, concern and calling to a social action, in order to get them persuaded with the message of the ads. For instance, in the ad containing the message "they are still targeting us" (Moore, J and Reinardy, S. 2012:12-13) a teenager here is crying for help (social action) instead of a battle
The analysis of the text of the campaign showed the use of different strategies which were responsible for making the ads more powerful and persuasive. One of these strategies was the order of the ads parts. For example, the headlines which come at the very beginning of each ads, as discussed by the writers, have the role of stressing the key points of the message. In addition, they attract the consideration of readers who do not go through …show more content…
In the mentioned example, describing smokers as adults who force children to do sexual acts leads them to get surprised by recognizing the real bad consequences of second hand smoking or smoking in front of children.
At the end, the writers illustrated that, incongruous metaphors could be wrongly interpreted if they are not introduced in the correct context, steered to a specific group of people or supported by visual images.
The purpose of Meore and Reinardy's study (2012) was to make a rhetorical analysis for the state of Minnesota Anti-Tobacco Campaign. This analysis aimed to examine the persuading power of some rhetorics such as, logos, pathos ad ethos. Firstly, the writers examined the ethos or credibility of the speaker including authority, reputation, fairness and personal presence. Then they discussed the intent behind the producer's words of the ads, to determine if the ad aims to persuade, defend, attack or only to inform.
After that, the writers tried to discuss the ads in isolation from producers. Therefore, they studied the messages of the ads in light of their style, tone, emotional appeal(pathos) and figures of speech. Finally, the writers investigated the logos or evidence in each …show more content…
In one ad an adult person was holding a signboard written on it " I came, I saw, I conquered" (Moore, J and Reinardy, S. 2012:11), where these words were not the real things the speaker had in his mind. He explained in his mind the meanings of these words as "I lied, I killed, I made billions. On the other hand, teens were only conveying the message of the producers or holding signboards without any untruthful meanings.
While in the writer's explanation about the pathos or the emotional appeal of the campaign, they explained that the campaign has conversed with the ads receivers by awaking their emotions of fear, humor, rebellion, concern and calling to a social action, in order to get them persuaded with the message of the ads. For instance, in the ad containing the message "they are still targeting us" (Moore, J and Reinardy, S. 2012:12-13) a teenager here is crying for help (social action) instead of a battle