Visual Rhetoric In Advertising

Visual rhetoric in posts modern advertisements portrays products with single logos or those with images that identifies with them, which is a narrow form of analysis, hence need for detailed analysis of advertisements. Various researchers, including Derosa and Batra in 2002, Philips in 2000, and Scotts in 1994, identified learned exposure to visual imagery that enriches the cognitive understanding of pictorial advertisements messages. Philips and McQuarrie applied the same technique in 2004, which provides a typology of rhetoric figures that helps differentiate the pictorial strategies explored by creative directors. In addition, typologies that relay distinct types of visual rhetoric have been designed to portray the various forms of adverts …show more content…
The meaning derived from the juxtaposition relationship between the revelers and the Absolut Vodka drink is one that sends the message that vodka drink is perfect for an ideal vacation, and can complement the cool atmosphere at the beach as depicted of the serene environment. Again a candy stick is shown hanging, which customarily is used during Christmas, perhaps portraying the vodka drink would be ideal for partying during Christmas vacation. In addition , the setting is perfect, as portrayed by the wonderful images of metaphoric which complement the experience of an ideal settings that would make the audience want to connect with the experience of the perfect drink (Kenyon and Hutchinson 598). The second image portrays a contrast between the event, represented by the image of the portable toilet appearing at the background and the festival event in writing. The audiences are not furnished with the details of the festival, which help fuse the image and with the …show more content…
The third image of the Absolute bottle, helps the audience understand the replacement condition that is different to the Absolut vodka advertisement that dose not give their consumers an option for indulging in Alcohol. This fails to protect the consumers from important information by portraying vodka as ideal for bonding during partying (Kenyon and Hutchinson 602). Connecting the two adverts helps readers relates the experience of taking an absolute breakfast as likely to be enriched with taking orange juice that is considered a healthy drink. Moreover, the audience perception helps them draw the connection between the two. In this case the authors have used the advertisement well, and perhaps appeal more to the audience by introducing the juice making devise, which separates the two images, and sends signals to the audience that healthy breakfast means requires them to take fruits (Kenyon and Hutchinson